Madden already did well this season, they are sandbagging their numbers so that they don't place unreasonable expectations in place for next year. In business/sales, last year's amounts form the baseline for the expectations of next year. Control says,"You did a 500 mil in profit last year? Great, you're aim is currently 600 mil for Mut 21 coins next year." Additionally, management wants to see growth lasted, every year. Management would almost be happier seeing 10% increase 2 years in a row, than visiting 25% growth in year 1 and then a 1 percent loss per year 2. Even though situation 2 (a LOT of growth, followed with a small contraction) really made more money. It's simpler to explain scenario 1 to investors.
I think situation 2 here is quite plausible. Madden management may have hit on each of their goals for Madden 20, maxed out their personal performance advantages. Perhaps even COVID assisted, together with more people staying home, playing with the game, and buying packs rather than visiting bars or whatever. With a lot of people planning to drop $500 plus on new systems this past season (and thus less money in the budget for Madden packs), and potentially folks not stuck at home with COVID, perhaps they're only attempting to keep investor expectations more reasonable for Madden 21.
MUT because 16 and I've been playing and that is. Basically skipped 2-3 promos. Plus, using COVID affecting nearly every aspect of life, I am presuming to a degree it affected them too. This is the new model - 8 weeks of upgrades and cheap Madden nfl 21 coins then work on the following calendar year. Any way you slice it, I do not think you need to worry about EA hitting on their profit margin.