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Axiom Telecom eyes mobile games growth

UAE-retailer signs exclusive deal with Electronic Arts to distribute mobile games in UAE.

Axiom Telecom eyes mobile games growth
Axiom Telecom is keen to tap growing demand for mobile games in the UAE.

UAE-based mobile phone retailer Axiom Telecom has signed a deal to become the exclusive distributor of mobile content in the UAE for Electronic Arts, a US entertainment software company.

Under the deal, Axiom Telecom will provide subscribers with access to popular games including Need for Speed, Hot Pursuit, The Sims, 3 Ambitions, Tetris, Madden NFL 11 and Bejeweled.

The games will be available to buy from Axiom Telecom's retail outlets, with a suggested retail price of AED15 ($4). Alternatively, customers will be able to pay AED7 per week to download and play an unlimited number of games.

The agreement also gives Axiom Telecom exclusive rights to sell Electronic Arts' products to the UAE's telecom operators.

"Our research showed a strong demand in the UAE for mobile gaming content and we wanted to bring an offering that conveniently fits into consumers' lifestyles," said Faisal Al Bannai, CEO, Axiom Telecom.

Peter Parmenter, director worldwide OEM and business development at EA Mobile, a division of Electronic Arts, said that games fans in the UAE would benefit from the combination of Axiom Telecom’s “expansive reach” and Electronic Arts’ mobile content.

The mobile games industry is expected to generate revenues of more than $11 billion by 2015, almost double the $6 billion that it generated in 2009, according to a report from UK-based Juniper Research.


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