Dozens of games drop their price and zoom up the chart.
As we explained yesterday in our Super iThursday story, dozens of big iPhone games were released at once, aiming for chart position in the run-up to Christmas.
However, it seems EA Mobile has stolen a march on its rivals, by dropping the price of the majority of its catalogue to just $0.99.
The results can be seen in the US App Store Top Paid Games chart at the time of writing: EA has six of the Top 10, and 17 of the Top 30.
Battlefield: Bad Company 2 has even knocked Angry Birds off the top spot. The sale also extends to the publisher's iPad games.
EA will be taking a big hit on revenues from this promotion, but the rewards could be significant if its games hold onto these chart positions over Christmas, which is expected to see a huge spike in downloads.
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What's more, by swamping the charts, EA may have an effect on the Christmas sales figures of some of its keenest rivals.
The question now is whether those rivals will respond between now and 23 December, when Apple is rumoured to be freezing the App Store charts for the festive season.
A brutal 99-cent price war? Consumers certainly won't mind, but the risk is that new iOS users will be more resistant to buying more expensive games in the future.
