The part of the deal was to make Battlefield 4 as a part of AMD exclusive bundle, only available to select AMD partners, as well as to make sure that showcases of the game are done on AMD hardware.
This is a big commitment for EA, AMD and Dice, but all sides will benefit from it. AMD will also gave the exclusive right to Dice to play with Mantle, a new AMD API that is set to become a third player in gaming APIs next to OpenGL and DirectX.
Dice has promised to bring a Mantle update to BF4 in December 2013 and we will have to wait and see if this brings any performance increase on the existing game. Mantle is supposed to talk to "metal" directly on the transistor level, potentially making everything faster and delivering some new effects that are outside DirectX 11.2 specification.
The deal that is said to be worth between $5 million and $8 million will give AMD a new "face" in the eyes of gamers and with very good Hawaii R9 and R7 cards to launch just in time for the game, this has a chance to become quite successful PR stunt for AMD.
The question if you can really make that money on the Battlefield 4 deal and justify and a sizable investment remains to be seen, but new way of doing marketing and PR for AMD is a refreshing and brings about some much needed change.