Not initially available in Sweden, but if/when it is, that 10% discount is going to be worthless. EA's digital pricing is insane. To actually get 10% off, they'd have to offer 23% off.
I've no interest in playing EA games on day one, much less day -5.
As a rental service it looks good though. $5 for a month is more than fair, especially when it's not limited to just one game. Wholly dependent on what games will be available. Currently there's none I'm interested in.