nVidia and EA form alliance

Graphics card maker nVidia yesterday signed an exclusive alliance with games firm Electronic Arts (EA) to optimise its games code for nVidia's range of GeForce graphics processors, making the hardware EA's "preferred platform".

EA is the producer of games including Madden Football, Command & Conquer, James Bond 007, Tiger Woods PGA TOUR Golf and Battlefield 1942.

In a move that will alienate other graphics card manufacturers, nVidia and EA added they will also discuss opportunities to implement nVidia-specific features and special effects in several upcoming EA titles, such as Madden NFL Football 2004 and others for the PC platform.

"EA is excited about this relationship as it allows us to continue our long-standing relationship with nVidia," said Scott Cronce, vice president and chief technology officer at EA.

EA has also awarded nVidia exclusive original equipment manufacturer (OEM) bundling rights to some of its PC titles.

Under the terms of the agreement, nVidia will act as sole OEM distributor of PC titles published under the EA Games and EA Sports brands, bundling select content with its PC manufacturer and system builder partners.

"EA has a tremendous track record for developing games that can be enjoyed by consumers of all ages and both the hardcore and casual gamer alike," said Dan Vivoli, executive vice president of marketing at nVidia.

"By exclusively adopting nVidia hardware for their worldwide studios, EA is escalating the creative palette of its 3D artists and programmers."