EA PR before ESPN 2K5 came out:
"They could give that game away free bundled with a sandwich and people still wouldn't want it !"
2K5 comes out and cuts Maddens market share from 10 - 1 down to 2 - 1
EA buys rights to NFL license
EA buys rights to NCAA license
EA buys rights to Arena football license
EA buys rights to CFL license
EA buys rights to ESPN license
I mean damn, they even bought ESPN 2K5's name out from under them. That's fear. That's cowardice.
The NFL doesn't even know how badly they got played on this license deal. It has definitely stagnated growth in football games. Compare all of the improvements in games from last generation to this generation. The improvements in graphic fidelity, physics, and on screen geometry in a GTA game is astounding. The same improvements can be seen in every genre and every game that has crossed over from last generation to this one.
Compare all of that to Maddens sad graphical upgrades and almost non-existent gameplay improvements. And the few gameplay improvements they have made have been because they have aped 2K5's gameplay.
And the NFL I guess will find out the hard way that Madden doesn't need to re-up on the license in 2011. It takes so long for a sports game to gain market share that EA can skip the license for 3 or 4 years and nobody will be able to catch up. You have to grow a sports franchise, both in gameplay improvements year over year, and in customer recognition. I wonder if the NFL realized that the contract they signed would last EA all the way to 2015 without any threat of competition.