The point is that there is still competition in the marketplace. The 007 games compete with other shooters (Halo, Call of Duty, etc.), they compete with sandbox games (Grand Theft Auto, Saints Row, etc), and they even compete with Madden (as well as NBA 2K, MLB The Show, Backbreaker, etc.)
Likewise, the Madden games similarly compete with the Halos, Call of Duties, GTAs, Batmans, etc. of the world, regardless of any exclusive content agreements. You appear to be completely unwilling to concede this point because for whatever reason you are framing the idea of competition from a perspective other than that of one of the many competing entities, a position which makes no sense to me.