EA Spins New Revenue Tune

That is why the company looked to iTunes as the first step in its strategy. On iTunes, EA plans to add songs, scores, themes, beats and ring tones from its game franchises, including hits such as NBA Live, FIFA Soccer, Command & Conquer and Medal of Honor.

"This furthers us as an entertainment company where we have other means to create revenue resources around the world," says Steve Schnur, worldwide executive of music and marketing at EA.

iTunes expects EA to be a top-10 iTunes affiliate in the next year, says Schnur. iTunes pays a commission to affiliates or partners for revenue they generate by driving traffic to the music Web site. "If we continue to create the links between games and music, all of a sudden we should be able to see pennies add up," Schnur says.

Shares of EA closed Monday's session up 21 cents, or 0.4%, at $50.34.