We consider the uplink mobile association game with a large number of mobile terminals. Traditional techniques consider the discrete modelization but these models lead to high combinatorial complexities. Thanks to optimal transport theory we are able to characterize the cell formation as well as the equilibrium properties of the network where intelligent mobile terminals decide by themselves to which base station upload their information. We determine closed form expressions for the cell formation and we illustrate numerically these cell formations in the one- and two-dimensional cases.