Fe is a smaller title we consider a EA Original. It's another way of saying it's an indy game. We worked directly with the studio in Uppsala, Sweden to make a site that would intrigue and entice. We did so by offering up multiple things that would work as micro-conversions, like newsletter signups, soundtrack downloads, phone and desktop screensavers, and even a comic book. Best of all the studio allowed us to hide concept art behind a puzzle in the footer of the homepage. We saw a 400% increase in purchase intent when a user discovered the puzzle and a 300% increase with all other micro-conversions.

Here's a snippet of the puzzle:

Check it out for yourself by clicking here.