Ubisoft began selling computer games made by Electronic Arts, Warner Brothers and other rivals at its online Uplay shop. In turn, Electronic Arts added Ubisoft hits to its Origin network.

Popular PC digital download titles from Ubisoft including Assassin's Creed III, Far Cry 3 and Tom Clancy's Splinter Cell Conviction will be available to EA's Origin network for play. Ubisoft titles are available for purchase and download to PC gamers on Origin starting today in North America, with Europe and Asia availability beginning on February 22.

In addition, for the first time EA is bringing top PC downloadable titles to the Uplay shop, Ubisoft's digital distribution service. Dead Space 3, FIFA Soccer 13, Need for Speed Most Wanted, Mass Effect 3 and The Sims 3 are among the first EA games now available worldwide on the Uplay shop.

"The heart of any valuable gaming service is delivering all the great content that players want, and the addition of Ubisoft's top PC titles on Origin, as well as EA's titles to Uplay, is a big win for all of our players," said Michael Blank, Vice President of Production for Origin at EA.

"Making our biggest franchises like Assassin's Creed and Far Cry available on Origin is a great way of exposing even more PC gamers to these great titles and giving them another choice in where and how they buy their games," said Chris Early, Vice President of Digital Publishing at Ubisoft.

Today, Origin has nearly 40 million users across PC, Mac and iOS platforms. Origin for PC offers more than 500 titles from EA and publishing partners around the globe. Origin for iOS devices is integrated into more than 50 EA games, offering single ID sign-on across multiple games, cloud saves, friend lists and achievement sharing.

Uplay is an online gaming community boasting 50 million members who access the service from videogame consoles, mobile gadgets, or personal computers.

The move comes as both game developers ramp up their challenge to Valve Corporation's Steam service. At the start of this year, Steam network for game software and online play was reported to have more than 54 million active users.