If there’s been one notable thing missing from the runaway success story that is the iPhone, it’s the presence of any form of EA Sports franchise.

As Sega can attest to with their ill fated Dreamcast console, no EA Sports can prove fatal to a platform’s continued existence in the ever-competitive video game market.

That’s all set to change for iPhone, though, following EA’s recent GDC announcement. Madden NFL, NHL Live and FIFA will all be seeing iPhone versions by the end of the year, as will the popular extreme sports franchise SSX.

When asked if complex sports simulations could be translated to the iPhone’s unique interface, EA’s Travis Boatman stated defiantly: "We're taking those challenges head on."

Sounds like fighting talk. It’ll be intriguing to see what EA comes up with over the coming months.