EA Sports - it's (not) in the game.

This is perfect for me. Press X to win was too tricky.

Its already a long time in the game there.
Ever heard of the Ultimate Team mode?You build your teams with cards which you can draw out of packages.And those are either bought with coins you earned in the game or with Fifa points you buy with M$/PSN Points.
Buying them with coins is an option but most people don't use them cause you don't get that many after games you played.

EA said last year they made Millions extra cash a few months after release of Fifa12 before christmas.Probably even more now with FIfa13 cause the franchise is getting bigger and bigger.

You know why those sell so good?
Cause its an option and options do sell good.
Item Shops in some casuals MMORPGs with "Best gear only through pay2win" don't work but if you give the people an option they will buy it cause they are lazy.
For example League of Legends with its Champion System.People going mad with Riot points.They invest a lot to get the new champions direct after release.
Path of Exile has those microtransactions too with colours for armor and unrelevant crap but people buy them cause they are an option.

Are your buldings burning because Godzilla burped near them? Get a Fire department! Only $1.99!