why does ea care about need for speed so much?

i know people might argue they don't because of micro transactions but seriously ask yourself why. Compared to battlefield or their sports franchises, they are so lazy or just run their derives into the ground something that already happened with black-box. yet with NFS they seem to do what the derives and fans want mostly. keep in mind that NFS could have gotten a lot worse and more copy and paste over the years like battlefield and like all their other games. yet in the last years, since NFS 2015 the games have been steadily improving and even n f s unbound looks promising. does anyone why this is the case https://100001.onl/?