Obviously the notable non UFC fighters that EA would be interested to have in their game would also be able to make money for the UFC. Still, they did fire Jon Fitch for not signing over his lifetime rights, so this does follow the same behavior.
This won't even affect EA really. Without the UFC license, EA will have to build it on gameplay, which I'm sure even the EA haters would love if they can get right. They'll still be able to get attention by marketing the hell out of the game, and they can put in a fighter creation and online sharing feature like Fight Night.

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