With arch rival Gameloft in sale mode for the iPhone 4 launch day, EA Mobile followed suit, slashing the price of 16 of its key franchises to between $2.99 and 99c.
And it worked too, with the company sending out a breathless press communiqué detailing how its 'Faster. Better. Brighter' initiative (surely 'and Cheaper'?) had gained it 12 of the top 20 top grossing slots on the US App Store.
Indeed, thanks to the ability to cut the prices on brands such as FIFA World Cup, Command and Conquer Red Alert, Madden NFL and Tetris, the promotion demonstrated how it's the big iPhone publishers who can make the most out of the opportunities available in digital distribution channels such as the App Store.
Used sparingly, such frictionless price variation means EA can swap price for volume and still generate additional profit - the ideal situation for clever financial operators.
Reverse the play
But EA Mobile also demonstrated it has an eye for Veblen pricing, launching NCAA Football HD, its first iPhone 4 optimised title, which was priced at a more hefty $7.99.
Indeed, this was a $1 premium to the $6.99 standard non-HD iPhone version.
"EA is ushering in a new generation of mobile game players who are buying an iPhone 4," said Adam Sussman, the company's vice president of worldwide publishing.
"Our rankings demonstrate the strength and breadth of our world-class brands and their popularity among consumers."
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Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
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