EA Play subscribers roughly doubled from 6.5 M in 2020 to 13 M after bundling with Game Pass, a period coinciding with explosive growth in cloud gaming usage and infrastructure.
Strong correlation in timing: cloud gaming ramp-up and Game Pass bundling align with a doubling of EA Play users.
From SurveyMonkey (circa 2021)
* 21% of gamers subscribe to a game subscription service (e.g., Xbox Game Pass, PS Now).
* 10% play via cloud gaming.
* 7% subscribe to both a subscription pass and a cloud gaming service
Although there's no much data to prove a causation link between the rise in cloud services and EA Play subscribers, I'd argue this is no mere correlation! Given that with a cloud service, users can now play games without a high-end device (and also users coming from systems such as MAC and Linux can now play as well), I'd argue that the rise in subscriptions and sales is caused (read CAUSATION in statistics) by the rise of cloud gaming services!!!