Electronic Arts Montreal, developers of the popular Scrabble app for Facebook and mobile, needed assistance designing, producing, and product-managing the first complete overhaul to the game in years. Scrabble had been surpassed by Zynga’s Words with Friends and was in dire need of UX and feature upgrading.

AC&A’s Solutions

AC&A performed an extensive competitive analysis to understand the current state of the word-game market, player expectations, and trends vs. truly sticky features. In a presentation to the core Scrabble team, AC&A outlined Competitive Intellectual Social Game best practices that we would later help the team take action.

Over the course of eight months, AC&A worked on- and off-site with the Scrabble team, providing product management and production and design leadership. AC&A identified and addressed weak spots in the product’s UX, introduced social and sharing features, and designed key monetization opportunities.

Over the duration of AC&A’s engagement with the Scrabble team, we produced the Scrabble Beta and oversaw the launch and full deployment of the new version of Scrabble.


AC&A directly contributed to KPI improvements across the board, most notably DAU, MAU, and retention increases that hadn’t been seen on the product for months. We provided a solid roadmap for ongoing development, including a prioritized server-reliant features list. We also successfully integrated the first sponsored content into Scrabble, with Toyota as a partner.

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Does your game include the latest monetization and economy best practices? Do you want to make the most of your funding with end-to-end development expertise? Schedule a free consultation with our team to see how AC&A can help your business today!


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