Telefonica has announced the first move in its latest global gaming strategy by partnering with EA Mobile.

The deal will give Telefonica's subsidiaries access to EA's brands including The Sims, FIFA, and Monopoly to use in local promotions aimed at driving customer loyalty.

O2 leads the way

The first promotion will kick off in the UK with O2 offering customers three months of free access to all EA Mobile games following their 'first download'.

Precise information hasn't been provided but we'd assume the deal covers Android and possible Java games, with consumers gaining access to the three month deal once they've bought one of EA's promoted games.

Similarly, players are unlikely to be able to keep the games they access when the three month period is over. 

Instead, we'd expect them to be offered an all-you-can-play deal via a rental service, using technology such as Flexion's wrapper. (EA is already a client.)

And there's more

Telefonica says it will be examining other options for promotions and subscription services in different territories. 

"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," said Telefonica Digital chairman and CEO Matthew Key.

"Our relationship with Telefónica helps more people discover our games, and removes barriers for subscribers to enjoy an entire library of our most beloved titles," added EA Mobile's SVO of global social and mobile publishing Bernard Kim.

[source: Telefonica Digital]