Micromax to bring mobile gaming to the bourgeois, ties up with EA

Micromax has tied up with Nazara Technologies, EA’s exclusive partner in India to pre-load Micromax devices with EA games. As per BGR, select Micromax devices will come with a ‘try and buy’ option for EA games. The games are priced seductively too. A game can be played for free up to five times. If you like it you can purchase the game for Rs. 49 or Rs. 99. If you like it but don’t want to be married with the game then you can get a gaming pass for as low as Rs. 3. Billing will be enabled through all telecom carriers.

Micromax’s move to tie up with the gaming gladiator and price it seductively is a killer blow.

Games is the most favorite pastime on a mobile phone. A lot of reports have indicated that and Games and entertainment together make up much of the content for smartphones and feature phones alike.

3 things Micromax has done right :

• It got the right gaming partner with EA.
• It got the pricing and the options right. There is free, there is 1 day pass and there is a lifetime buying option which doesn’t cost a bomb.
• Collaboration with the carriers for billing : It would be interesting to see how Micromax executes this as there are more than 16 telcos operating in the country.

Micromax clearly has a first mover advantage. I don’t have any doubts about other manufacturers following Micromax.