During the time period in the article EA advocated design via the rule of three: 1/3 proven, 1/3 improved, 1/3 new. They were just getting their feet wet in the

During the time period in the article EA advocated design via the rule of three: 1/3 proven, 1/3 improved, 1/3 new. They were just getting their feet wet in the f2p space with some Facebook and mobile game acquisitions and wouldn't readily apply those techniques to console games for a few more years.