By offering community-driven games a free distribution service for a limited time. That is for any game that’s funded entirely by the masses and ready to publish. The limited distribution time will be for a full 90 days, plenty of time if the game is popular enough.
While it may seem surprising coming from EA, they do need to get some indie support like Steam has. Regardless though, having an easy publishing platform on hand is one less hurdle for good Kickstarter projects. And terrible ones.