06 July 2011

Micromax, Nazara ink pact for mobile games

Mobile entertainment and content provider Nazara Technologies has partnered Micromax to embed games from publishers like Electronic Arts on the mobile handset maker's devices.

Nazara is the exclusive partner for EA in India and will offer over 40 key titles from the EA catalog to Micromax consumers, Nazara said in a statement.

These include popular titles such as Need for Speed, Tetris, Monopoly, EA Cricket 11, Harry Potter, GI Joe and Medal of Honor, among others, it added.

The games will be available on Micromax handsets on a try and buy model, wherein the customer will be able to play each game free for up to 5 times.

After the free trial period, consumers could either purchase the game outright for Rs 49 or Rs 99 or access the games through micro transactions for as low as Rs 3 for a day pass.

Billing is enabled through all carrier channels. "The combination of high quality titles from our key partners such as EA with a leading handset partner such as Micromax, will make high quality gaming more accessible to consumers," Nazara Technologies CEO Nitish Mittersain said.

As a next step, Nazara will also experiment with games that are free for consumers and will be monetised through in-game advertising and virtual goods, he added.

"Gaming has always been very central to Micromax plans of reaching out to the youth of the country and the partnership with Nazara helps us to reach out to our consumers and thank them for their unstinted support to Micromax in the growth story," Micromax Business Director Vikas Jain said.