EA has thrown down the Xmas gauntlet to the rest of the App Store development community, dropping the prices of (almost) its entire iOS library to just 69p / 99c.
Everything from new releases such as Trenches II and FIFA 12 to older hits such as Battlefield: Bad Company 2 and Dead Space has had its price tag slashed to an irresistible 69p on iPhone and iPad.
This move comes shortly after EA's chief rival in the mobile space Gameloft bet big on its own Christmas sale, which saw a majority of its software dropped to 69p or free.
However, PG has noticed that not every part of EA's iOS back catalogue has been given the sale treatment: iPad versions of Rock Band Unplugged and Shift 2: Unleashed remain priced at £2.99 and £5.99, respectively.
Let battle commence
EA's swift reaction to Gameloft's gambit comes as the App Store prepares for its traditional Christmas freeze.
Developers and publishers on iOS are, therefore, scrambling and jostling for the crucial top spots and maximum visibility on the days leading up to December 25th, whereupon a raft of eager iPod touch, iPhone, and iPad owners will be hunting around for games to fill their new devices with.
EA pulled the same 'stunt' last year and was able to secure an impressive eight spots on the App Store charts in time for Christmas. Let's see how the company fares this time around using the same tactics.
Oh, and be sure to keep an eye on our big Christmas iPhone and iPad game sales round-up for all the latest App Store offers.