Electronic Arts Inc. engages in the development, marketing, publishing, and distribution of game software content and services that can be played by consumers on various video game machines and electronic devices (platforms). The platforms include video game consoles, such as the Sony PLAYSTATION 3, Microsoft Xbox 360, and Nintendo WiiU; personal computers (PCs); mobile devices, such as the Apple iPhone and Google Android compatible phones; tablets and electronic readers, such as the Apple iPad and the Amazon Kindle; and the Internet, including social networking sites, such as Facebook. Brands The company’s strategy is to develop its core intellectual properties into year-round businesses available on a range of platforms. It has created, licensed, and acquired a portfolio of brands, which span a range of categories, including action-adventure, casual, family, fantasy, first-person shooter, horror, science fiction, role-playing, racing, simulation, sports, and strategy. The company’s portfolio of brands includes wholly-owned brands, such as Battlefield, Mass Effect, Need for Speed, The Sims, Bejeweled, and Plants v. Zombies. Its portfolio also includes brands based on licensed intellectual property, including sports-based brands, such as Madden NFL and FIFA. Operations EA Games EA Games is home to the company’s studios and development teams, which together create a portfolio of games and related content and services marketed under the EA brand in categories, such as action-adventure, role playing, racing, and first-person shooter games. The EA Games portfolio consists primarily of wholly-owned intellectual properties and includes various franchises, such as Battlefield, Dead Space, and Need for Speed. These titles are developed primarily at its DICE (Sweden), Visceral (Redwood City), and Criterion (the United Kingdom) studios. The EA Games portfolio also includes properties published under the BioWare brand. BioWare develops role-playing games, such as the Mass Effect and Dragon Age franchises, and the massively multi-player online (MMO) role-playing game Star Wars: The Old Republic. BioWare games are developed primarily in Texas, Canada, and California. EA Games also contracts with external game developers to provide these developers with various services, including development assistance, publishing, and distribution of their games. EA SPORTS EA SPORTS develops a collection of sports-based video games and related content and services marketed under the EA SPORTS brand. EA SPORTS games range from simulated sports titles with realistic graphics based on real-world sports leagues, players, events, and venues to casual games with arcade-style gameplay and graphics. The company’s EA SPORTS franchises include FIFA, Madden NFL, NCAA Football, NHL Hockey, and Tiger Woods PGA Tour. EA SPORTS games are developed primarily in Canada and Florida. Maxis: Maxis focuses on creating games and related content and services for a mass audience. Maxis products include wholly-owned franchises, such as The Sims and SimCity. Maxis games are primarily developed in California, Utah, and the United Kingdom. PopCap: PopCap develops games that everyone can enjoy. PopCap games, including hits, such as Bejeweled, Plants vs. Zombies, Peggle, and Bookworm, are characterized by their mass appeal, flexible monetization, and fun and approachable gameplay. PopCap games are developed primarily in Washington. All Play: The company’s All Play Label develops interactive games for play on mobile devices and Internet platforms. Mobile games under the All Play Label are developed primarily at studios located in the United States, Canada, Romania, Australia, and India. The All Play Label also offers games under the Pogo brand. Through its Pogo online service, the company offers casual games, such as card, puzzle, and word games on www.pogo.com, as well as on other platforms. In addition, the company has a licensing agreement with Hasbro, which provides the company with the rights to create digital games for mobile and other platforms based on Hasbro's game intellectual properties, including MONOPOLY, SCRABBLE (for the United State