EA Mobile has joined the chorus of mobile games firms telling PocketGamer.biz how impressed they are with Apple's iPhone 3.0 software, which was unveiled on Wednesday.

The publisher's support is unsurprising, since it was one of the companies invited on-stage at the event - in its case showing off The Sims 3's integration of micro-payments and access to the iPhone music library.

"Adding music into your games from your iPhone music library is a great addition to gameplay, and being able to continually add value and content to iPhone games will further increase the longevity of the games we make," says Travis Boatman, EA Mobile's VP of worldwide studios.

"If i had to pick a third feature i’m really excited about, it is peer to peer capability," he continues.

Chris Gibbs, executive producer at EA Mobile, explains more on why the publisher is so enthused by the micro-payments features in iPhone 3.0.

"It allows us to think about how to entertain people in different ways over a longer period of time," he says.

"Using the same game, we can provide a stream of new stuff to have fun with in the areas of the game they care about the most. Smart developers will find some really interesting new gameplay models that exploit this type of architecture."

Gibbs also says that being able to sell downloadable content for games will help iPhone developers to take on board user feedback after the game is initially launched, and act on it.

"We can build that into our creative process as we generate more downloadable content for a game, rather than making all the assumptions up front about what someone wants and selling it all for an upfront fixed fee."

Meanwhile, EA Mobile's creative director in Europe, Jeferson Valadares, says that the music and push notification features will be key.

"People are passionate about their library, so this will allow us to tap into that and make even stronger entertainment experiences," he says.

"App pushes have the potential to be cool as well,although I hope the developers don't abuse it and make this an unpleasant feature in the mind of consumers. Rumble is great too: right now we have only a very rough level of control of vibration."