Electronic Arts Inc.: Are The AI Investments Speeding Up Their Game Creation? 

The past fiscal year and the final quarter of Electronic Arts (EA) have seen an unexpected increase in growth, bringing more entertainment and deeper experiences to consumers. During this timeframe, live services significantly contributed to revenue streams by providing fresh content which translated into long[1]term consumer loyalty and increased spending. The past year witnessed the successful launch of EA SPORTS FC, a multi-platform experience which drove strong engagement across experiences due to its ability to connect and engage players globally. The franchise had notably high growth, despite the prior year benefiting greatly from the World Cup, with billions of matches of FC experiences being played. This successful launch has been attributed to the innovation in gameplay, creativity in new features, and re-engagement of lapsed players.