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Electronic Arts continues to hook fans on more profitable ways of playing games.

The company easily beat Wall Street’s earnings expectations when it reported its latest quarterly financial results Tuesday afternoon, driven by strong growth in full-game digital downloads and extra digital content. In general, downloadable options tend to bring in higher profits than physical-disk sales.

Shares are up 13%, trading at a new high of $108.45.

With popular soccer title FIFA 17, EA is getting more players to try Ultimate Team, a gameplay mode that lets them spend actual money to build super-teams full of all the best players. “Ultimate Team is a killer mousetrap, driving deep engagement and large profits,” Jefferies analyst Timothy O’Shea wrote Wednesday. He estimates that this feature has an 85% to 90% gross margin, which refers to how much the company made from the sales tied to the Ultimate Team feature. The company’s overall gross margin is about 70%.

Another winner was Battlefield 1, a first-person shooter game that came out in October. The company said that more than 19 million players have tried Battlefield 1 through the latest quarter, 50% more than Battlefield 4, a prior version. “The game now serves as a platform into which EA will sell massive amounts of high-margin digital content,” O’Shea wrote.

He raised his price target to $123, 13% higher than current levels.

Big Picture: Electronic Arts is finding new ways to sell gaming content and the strategy paid off in the latest quarter.