EA Mobile and Gameloft rivalry intensifies

If you needed more proof of the fierce rivalry that's developing between EA Mobile and Gameloft, look to the former's latest mobile game licensing deal.

EA has nabbed the UK rights for Deal or No Deal, and will release its first version of the game this November.

The existing version of the game, released by Gameloft, has been a huge seller since its release in November 2006.

Effectively, EA Mobile has nabbed one of Gameloft's crown jewels, and while the latter was certainly not reliant on that one title, it's a sign that the two firms' rivalry has intensified.

Brand-owner Endemol says it wants to bring the game to "an even broader audience on mobile", something EA Mobile will be figuring out how to do now.

It'll be interesting to see if competition for other licences both new and existing hots up between the two publishers in the months to come.