Electronic Arts Optimizes SimCity Game Launch Removing promotional offer increases revenue by 43% Optimizely Electronic Arts Inc. (EA) is a leading global interactive entertainment software company that develops and distributes interactive software worldwide. Maxis is a division of EA and the creator of The Sims and SimCity video game franchise. The Challenge In March 2013, EA was preparing to release its latest, highly-anticipated version of SimCity. As one of EA ’s most popular games – the new SimCity launch was expected to gain a significant attention. Maxis, the division of EA in charge of SimCity, wanted to maximize online revenue from the launch. The team opted to extend a promotional offer in order to drive more online pre- orders. The offer was displayed as a banner across the top

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