EA is releasing a comic series to get people interested in a game they have slated for release in the fall. It's a 6 issue series, which would put the final issue out in August.
The game is apparently a survival horror game, so I'm betting this sets up the details of what happened before your space marine or whatever gets dropped into the thick of things.
I'm not a EA fan, but I think this is a pretty good idea. It's a good way to get some buzz for a new series rather than depending on just ads.