The game you speak of, Madden NFL 13, was the first in the series to feature a complete online franchise mode (as opposed to the bare-bones online leagues introduced in Madden NFL 11). Originally called Connected Careers mode, it is now the base of Cloud Franchise and Face Of The Franchise modes.
A lot of Franchise had to get rebuilt from the ground-up to support the game working online, which is why so many features were lost moving from Madden NFL 12 to Madden NFL 13. Nothing about that enormous technical effort was motivated in any way by Ultimate Team.