Electronic Arts‘ (NASDAQ: EA) Ultimate Team EA Sports branded games — FIFA and Madden NFL — are making tons of money for the game maker to the tune of $832 million in the fiscal year 2017. The problem EA management is trying to solve is how they can grow Ultimate Team revenue even more. One answer has been esports, in which Ultimate Team serves as the gateway to competitive gaming for EA’s sports franchises. And EA just found a powerful new partner to up the ante for its Madden Championship Series esports tournament.