It's an investment for them. There is no way this kind of spending would have been approved if they did not expect some sort of return on it. This is why they are trying to PR the shit out of this. They are trying to profit from a terrible event while making it look like they are being all charitable. It's like when a dickhead of a person films himself giving $20 to a homeless person and then shares the video all over social media bragging about it.
Hitler donated to charities, protected animals, even became a vegetarian himself. He quit smoking and tried to discourage it. All praise Hitler!
This is good for the victims but EA are still a bunch of twats. They could have just donated this money anonymously if they were so kindhearted. I wonder why they did not? Oh, maybe it's profitable to improve your image while being seen by millions of buyers.