EA figured if it got exclusive license then it would gain more of the market. The problem is this wiped out the competition, and by that i don't mean in a Sporting way.
I remember back when there were many different companies were making NFL, MLB, and NBA titles. You got different approaches to each and different innovations in each. High School economics even tells us that when a business is forced to compete for the market, then the product either improves or dies. EA Bought the exclusive rights and since then as they have no competition their product has become stale. The same has happened in their NASCAR line up as well.
EA Shot themselves in the foot unfortunately and now they are losing 20% of their sales because of it. No matter what company you root for be it EA, 2K, Sega, or Acclaim or any of the dozens of others you have to see that with out each other their products just wouldn't have become what they did. The Variety is gone, the innovation and willingness to try something new and unexplored is gone.
In the end what i saying is that the thing that EA needs is an opponent. Without someone to wage war with (in a game development sense) they just can't make a better product that will satisfy anyone. Odd concept but competition for the sale would improve their own sales and their product quality. imo
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