EA has purchased several developers over the years, including big names like Bioware. Well it looks as if there they are pursuing the developer of Titanfall, Respawn. The deal is said to be worth around $455 million dollars.
They bought it so that they could use it for everything.
They can build it for VR, they can build it for Augmented Reality, they can use it for a presentation, they can use it to promote other games and charge to get money off of skinpacks essentially being able to make money off their own advertising campaign and they can target 20 million people, and so they do a deal with Netflix and now you can get Stranger Things skins, and they allow people to pay for Realms, and they use the data they get from Minecraft Realms to get a feel for how much demand _____ has, and it's all about data, and marketing, and making sure no one else could buy them.