This is not just marketing. EA Sports has been working on this for a while.
Teams have already been doing this around the world. Every team in MLS will eventually have one, so I'm glad that we actually made the first official signing. I was actually under the impression that other teams had already signed players. Reason being, I attended an event at the adidas store and the league was there with a whole setup for live broadcast of a small tournament. Each player there was representing an MLS team and NYCFC had no representation.
This is great for growth of the game in the US. It's no secret that the video game has helped birth a ton of fans in the US anyway. This is the next progression.