The whole EA Parner's program is weird to me. So EA publishes the game, but doesn't own the rights to it. How does it help EA if it becomes successful? What stops a game from being made by a developer and published by EA, and then the dev getting a different publisher for a sequel, effectively getting EA to market a game that they may never see another dollar from?
They get the right of first refusal on the first sequel, at which point they feel they've either earned that developer's trust, or they failed at their job.
For example, Crytek is past right of first refusal now, but they're still making a new game with EA based on job postings.
Portal 2 was also a distribution deal that came past EA's original contract with Valve.