The issue is that they are publicly traded companies. Sure they can keep development hush-hush, but they do not want to have to tell investors how they spent millions for nothing. That sends stocks down, and CEO's out the door. I honestly expect to hear of a licensing agreement first. Whoever gets that will be developing hard as soon as they get a sense that a licensing agreement is even possible.
I think the NCAA is going to have to announce a solution for paying players before the developers will get anything more than a cold shoulder with regards to licensing.