People vote with their wallets. Sales are what motivates EA not just competition.
You know what the biggest change the Live series ever made? It was from Live 09 to Live 10. 2k beat them in sales for the first time that year and forced EA to significantly change their game. They brought in Mike Wang and Live 10 was one of the best games in the series. The problem was Live 10 did worse than Live 09 when it came to sales and EA decided it had to evolve again and created Elite.
The lack of sales motivated them. If Live 09 wouldve sold more than 2k9, EA would still have a game running off that engine.

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