Capitalism at it's best. Buy out your competitors and partner up with other giants in the industry.
The key to all this is the deal EA has with the NFL. Other companies may continue to try to make football games, but without the players, teams, stadiums, etc., there's no way they can put a dent in EA's sales.
Many people have always thought if you could combine the best of the NFL2K series and Madden you'd have an incredible game. But just because ESPN is partnering up with EA doesn't mean EA will bring on the programmers from Sega.
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