In the form of DLC and "online play," and they'll continue to provide incentives to "benefit unique registered purchasers" for PC and console.
"In fiscal 2011, every one of EA’s releases will have an online component, both downloadable content and online play,” said COO Schappert during the Q3 earnings call.
"This fiscal ‘11 we will continue to introduce new service and product features that benefit unique registered purchasers on PC and console games," added CFO Eric Brown.
“Our most recent example is the Cerberus content network,” he noted, pointing to BioWare's Mass Effect 2 ingame news and DLC system. Ubisoft has just made a to have multiplayer in all their future game releases.
However the two publishers are at odds in their dealings with DRM, with EA now favouring bonuses for 'unique registered purchasers' to help stave off piracy and used game sales. Ubi meanwhile is enforcing account logins for all PC titles before they're playable. This announcement means Mass Effect 3 could have multiplayer.