I believe they alluded that you would have to pay in the link. Even if it was initially free, they would likely add on some feature that you would have to pay for (which made me livid in Ultimate Team).
More importantly, I'm concerned about the direction of the series. They think these add ons, etc. will make the game more accessible...therefore increase the sales. I couldn't disagree more. In comparison to games like COD, GTA, Mass Effect and to a lesser extent The Show, FIFA, and NBA2K, Madden doesn't look, move, or sound realistic. They need to work on that the most.