because they didnt learn, in order to make more profit per sale on your platform, you either:

make a platform consumer friendly enough that people are willing to use it (the part that is most important)

or

make a game thats "good enough" that people will use your platform as a service (e.g Riot)

EA and Ubisoft (mostly) failed at both, with both hanging on a thread (Apex for EA, R6S for Ubisoft)