thats the problem, yes each company had a chance to bid, but who has the money to compete with EA, smaller companies like 2k and etc can't win a money battle against EA, FIFA alone brings in more revenue than 2ksports probably can on half its games.... there is no competing with EA on a the money aspect, they have too many games thay make that sell and they also advertise for many great games (crysis) that bring in revenue..