This is one thing a lot of people don't understand. EA can't just add in tattoo's and even certain equipment. A lot of it is licensed content they need permission to use. For tattoo's it would be a monumental task to get the rights to every tattoo in the game. A tattoo is like a song or painting the rights of it belong to the artist. Having the exclusive license gives them rights to everything the NFL owns directly, they still need to sign separate deals with companies like Reebook, Nike, Under Armour etc.