Telefónica Digital has announced a strategic relationship with US-based Electronic Arts as it attempts to drive uptake of mobile gaming.

The deal with EA Mobile, which owns games such as Tetris, Monopoly and FIFA Soccer, means Telefónica’s operating businesses can create gaming promotions using titles from the EA catalogue.

In the UK, where the service will be offered first, Telefónica said its O2 business will offer customers three months of free access to all EA Mobile games following their first download.

According to analyst firm IHS Screen Digest, the global mobile games market will be worth around €9 billion by 2015, almost double what it was worth last year.

At least a quarter of mobile users in Europe are playing games on their phones, according to Bernard Kim, SVP of global social and mobile publishing at EA Mobile.

Matthew Key, chairman and CEO of Telefónica Digital, said mobile gaming accounts for the highest percentage of downloaded apps and is the largest paid mobile content market currently.

“Our relationship with EA Mobile puts us at the epicentre of mobile gaming,” he added.

“By making a differentiated play in this most emotive and immersive entertainment medium we are fostering a much deeper connection with our customers – another significant step in becoming a true aggregator of experiences.”

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