As far as I know, based on the last Codemasters Annual Shareholders Reports prior to the bidding jostle between Take-Two and EA for Codies acquisition, EA's letter of intent and cash offer to the FCC and stock markets, and EA's Annual Reports since the deal went through:
- It's been a goal for a long time on Codies' side to monetize the franchise, increasing their revenue from player engagement throughout the lifespan of any and all F1 titles instead of just gross sales revenue
- EA won their bid for the company both for the large lump of cash and for their expertise in live services operations and game analytics, among other reasons
- EA is concerned about the disappointing revenue in F1's monetization
Seems clear enough to me that their goal is to profit on player engagement. One of the main reasons it's so off-putting to see the community hostile against EA for F1 World and other FOMO shenanigans stems from that first point, by the way: those were in Codemasters' cards way, way back EA had anything to do with the franchise, but that's a tangent.
Anyway, their target audience is players who engage with these games very much like a live service. Season passes, time-limited events, microtransactions and the like. And their goal is to grow that user group and drive engagement up. Sales figures are less of a concern; active players or recurring players are more of a pressing metric*.
I have no idea what you guys would call that sort of player. One that logs hour of play time week in and week out. Does it matter if they're on a pad or on a wheel to determine if they're a "hardcore" or a "casual"? I think that duality, at least in this framing, is not on par with how the games industry think their business anymore.
Edit: *just to make sure, no company is ever going to snub and scoff at sales figures. Just wanted to emphasize that those (player engagement and monetization) seem to be their focus under the current model.
Loyal F1 players that come back year after year and have enough of a disposable income to bite these games out of shelf under full MSRP are always on their sights. But there's a reason single player modes have been neglected so much in the past years, and the "all new" career seems to be such a lackluster facelift.