Electronic Arts  ain't just busy settling for the trusty next-gen consoles to rake in the moolah for them. For the year 2007, EA's Mobile branch will be focusing on the handset as the tool to strengthen the community of consumers playing titles over multiple home formats.

Talking to GamesIndustry.Biz, EA Mobile VP boss, Javier Ferreira, says, "It's about how to take advantage of an evolving platform to deliver better games. There's a lot of work to be done by all the players in the industry towards unleashing the connectivity which mobile can offer us - and from EA's perspective to link franchises and different versions of a game across formats."

For them to achieve this goal, they would have to take advantage of the mobile's strengths, such as the opportunities being provided by community features. "For Electronic Arts, mobile is a gaming platform but it's also a media channel." But this aspiration is not without any difficulty. Of course, in order for them to pull this off, they would have to build from the ground up the technology that will be able to give community support, and one which can evolve later on.

"[...] if you look at the communities that are working on the internet space, those are the ones that are successful. It's about building things from the bottom."

Stay tuned for more updates on this new endeavor from EA Mobile.