EA has tried this before, with predictable results. In 2020, EA Sports UFC 4 included full-screen ads for the Amazon Prime series The Boys that would appear during ‘Replay’ moments. These were absent from the game when it launched, with EA introducing the ads about a month later, thereby preventing them from being highlighted in reviews. It wasn’t long before the backlash led to EA disabling the ads.
A business model wherein the thing someone makes and sells brings in a profit just by customers buying the thing, without the long tail of continuing to sell the customers’ eyeballs to whoever forever after, is not an unreasonable concept. Countless indie games and smaller publishers have managed this for generations and still do.
If EA and the other massive blockbuster publishers can’t figure out how to make their business model work in a non-exploitative manner, too damn bad about it. We don’t actually need them.