When the new iteration, FIFA 13, launches September 25, it will be a subtly different game in that it will customize itself to individual players based on their unique style of play and engagement with the game, and send them individualized messages designed to prevent them from quitting, spend more time playing the game, and spend more money building up their teams of digital soccer players.
FORBES: Playing The Gamers: How EA's 'FIFA 13' Hopes To Track -- And Change -- Users' Behavior