A few months ago Electronic Arts, without any prior promotion, launched a browser-based MMO called Lord of Ultima. The game from developer EA Phenomic seems to be EA's attempt to get into the free-to-play browser MMO market that's currently dominated by Runescape. It's also the first new game to use the "Ultima" name in over 10 years.

Today the game went into open beta which means anyone can go in and start playing. One of the new additions is the in-game Shop where players can purchase "Diamonds" which then can be used to purchase other in-game items. The game has also added quests and quite a number of other features.