It seems the launch of the service EA Access was a stroke of brilliance from EA. During their investor conference call last night they revealed that the service had surpassed all internal expectations.
We didn't get any actual numbers of subscribers, but since this was an investor meeting for the owners rather than a sales pitch, there's no reason to doubt the information.
EA Access was launched a few months ago on Xbox One and let's you download selected EA titles (like Battlefield 4, Peggle 2 and Plants vs. Zombies: Garden Warfare) at no extra charge. You also get 10% of all digital downloads from EA and early access to EA titles.
The service costs £3.99 a month or £19.99 for a full year.