If you believe your access to our games and/or Services was blocked by this technology in error, please contact EA Help at help.ea.com.<br> <br>3. How We Use Your Information<br> <br>We use your personal information, both individually and combined together, in the following ways.<br> <br>To operate our business and to enhance and personalize your game experience, including to:<br> <br>- Operate, improve, and develop our games and Services;<br>- Undertake research and analysis to develop and demonstrate our technology, and to better understand our players;<br>- Populate online leaderboards and enable online matchmaking;<br>- Provide replays to you and other players via spectator modes;<br>- Help you find your friends or tell your friends about an EA game or Service;<br>- Facilitate sharing on social networks;<br>- Manage and serve targeted and contextual advertising;<br>- Measure the effectiveness and distribution of advertising, including understanding who engages with our Services and how they interact with our Services;<br>- Measure the health of our Services;<br>- Detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity, and prosecute those responsible for that activity;<br>- Set up and maintain accounts for which you register;<br>- Provide game experiences that you may like;<br>- Set up and facilitate loyalty programs;<br>- Facilitate your gameplay on multiple devices and/or platforms, as applicable;<br>- Identify, fix, and troubleshoot bugs or functionality errors;<br>- Provide software updates;<br>- Authenticate and activate your games and save game-play data, including progress;<br>- Facilitate competitions and contests;<br>- Perform audits, transactions, and other compliance activities;<br>- Adhere to your preferences and to deliver content;<br>- Help keep our Services safe and fair, resolve disputes, investigate and help curb fraud and illegal behavior, comply with the law, and to enforce our agreements and policies.