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Mobile is key to EA's Asian expansion

Niermann fingers mobile gaming as one of "three pillars" for growth

The head of Electronic Arts in Asia has highlighted mobile gaming, along with online and locally-developed console content, as a key driver for the firm's ambitions in the region.

Speaking exclusively to our sister site, EA Asia boss Jon Niermann revealed that EA has ambitions to be the top publisher of interactive entertainment in the Asia Pacific region.

Niermann believes that due to the strength of mobile gaming in Asia, his division may well end up feeding content back into the firm's European and North American operations.

He also hailed the boost which the firm's operations on the mobile front in Asia have received from the company's acquisition of Jamdat earlier this year.

"We had literally two guys, one full-time guy and one part-time guy, who were going out and doing distribution deals," he revealed. "All of a sudden you have this big structure that you can throw at it; you've got a studio in India of about 40 people, you've got people in Japan that already have deals with some of the top carriers."

"It's going to accelerate what we're doing out there, and it really worked out well for us, because it wasn't replacing anything," he continued.

Click here to read the full interview with Jon Niermann.

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