Mobile games partnerships on the rise in Africa


By Thandisizwe Mgudlwa

EA has appointed Nazara Technologies to be their premier distributor of Mobile Games in Africa.

And Nazara Technologies and EA leverage an existing relationship to maximize availability of high end games to mobile phone users across 49 countries in Africa.

The announcement came from Dubai in the United Arab Emirates.

Nazara Technologies , a leading mobile games developer and publisher, and Electronic Arts Inc. (NASDAQ: EA) announced they have entered into an exclusive business alliance to distribute EA’s collection of world class mobile games to over 770 million mobile phone consumers across Africa.

Moreover, the agreement entitles Nazara to exclusive distribution rights of EA mobile games to all telecom operators across the African continent in 49 countries including Nigeria, Kenya, Tanzania and Ghana.

While EA’s portfolio of products includes top quality games such as Need For Speed™ The Run and EA SPORTS™ FIFA 13, which will be made available to consumers on JAVA and Android platforms through “N Play”, one of Nazara’s high traffic mobile gaming platforms.

Nitish Mittersain, Nazara’s Group CEO,commented: “We are delighted to extend the reach of our relationship with EA to cover the emerging gaming market in the African continent. Our alliance with EA in the Middle East has resulted in significant successes for both companies and we look forward to expanding our footprint across the African region.”

“Our partnership combines EA’s world-class high end mobile games with our established distribution and partner networks,” added Savio Saldanha, Nazara’s CEO for the Middle East & Africa. “At Nazara we are committed to partnering with the world’s best-known brands to offer the ultimate gaming collection to users and telecom providers. Through Nazara’s distribution strategy, EA’s games will be at reach to users looking for quality yet affordable games”.

And Catalina Lou, Senior Sales & Marketing Director, EMEA and LATAM, EA, also added: “Nazara has already successfully driven EA content to consumers across the Middle East and India.”

“We are pleased to extend this relationship and look forward to customers across Africa being able to enjoy access to EA’s popular brands on their mobile phones,” concluded Lou.

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