Demonstrating the power of mobile operators to offer new discovery and promotional opportunities, even for Xbox 360 and PC/Mac games, T-Mobile USA has linked up with EA Mobile to offer free downloadable content to gamers

The first games supported in this way are Need for Speed World, Skate 3 and The Sims 3, and more will be added in future.

To get the content, players have to log into the joint website to choose their content, and then enter the code "GetConnected".

Prime the digital pipeline

In Need for Speed World players get a Mazda 3 without using the in-game currency. In the case of Skate 3, there's a new photo challenge as part of the T-Mobile Storefront Challenge, in which skaters have to hit the gap in front of the virtual storefront.

Finally, in The Sims 3, they can download items ranging from home furnishings to a new hairstyle for their characters, as well as a T-Mobile sponsored music content pack including virtual items such as a stereo and music t-shirts.

You can see full details at the T-Mobile/EA website.