While there is nothing on offer through the store at the moment, the About page states: “EA Mobile Games keeps you up to speed with all of the latest releases from EA. New games and offers will be added over time, so be sure to check back often so you don’t miss out.”
The Help page on the site has download and buying instructions listed.
It is not mentioned on the site whether it will be a region specific store or not.
According to PG: “Flexion is mobile games and app distribution system that’s live in over 60 countries, with over 25 million users. It’s currently expanding fast in developing markets such as India and Brazil.”
Should EA start selling games outside of the Android Marketplace it wouldn’t bee too big of a shocker, as its closest rival Gameloft has its own portal. Add in the PopCap acquisition factor and the recent opening of EA’s own digital store, Origin, and it’s quite possible EA is slated to start cutting out the middle-man more and more.
We’ll send a mail and see if EA has any comment on this, and until it gets back with us, despite the placeholder, we are labeling it a rumor until confirmation is received.