Electronic Arts launched an online version of FIFA in Asia in May. According to CFO, Warren Jenson, the company has since signed up 4.5 million users and, at one point as many as 85,000 football fans have been playing at the same time. The game itself is free. However, over the summer, EA began tempting addicted players with small in-game purchases for things like an expert coach, charisma, energy drinks, and even the ability to wipe your slate clean and start from the beginning, he told delegates to the Credit Suisse Annual Technology Conference.