In 2020, Electronic Arts extended its exclusive-rights deal with the NFL for the Madden video game series. The extension was through 2026. Much like an NFL contract, however, an in-season extension was expected for this year.
Insider Gaming reported back in July that a deal was in the works that included EA actually looking to drop the exclusivity within the contract. They would have a de facto monopoly to start, even with the contract not stipulating it. No other studio that could afford the cost
of NFL licensing has a project in waiting that could be re-tooled with NFL branding and released.
This, of course, is due to EA going after truly exclusive rights back in 2005. After the flop of the Sega Dreamcast, Sega pivoted to software as its focus and pumped out arguably the best sports games of that generation. The “2k” series used to be known for its incredible quality and value for money. NFL 2k5 was half the price of Madden 05 and had features that EA still hasn’t attempted to put into their games over two decades later.
After EA penned the original 15-year deal, Sega abandoned sports and sold the division to Take-Two Interactive. The 2K series immediately took a nose dive and continues to be a shell of its former self, just like Madden.
Fun fact: Take-Two founder Ryan Brant stepped down as chairman two months after acquiring 2K from Sega. He was later convicted of options backdating roughly $40,000,000 worth of stock.
It turns out that corporate greed is the main driver for consumers being drip-fed content that is just good enough to make them come back for more.
Now, the NFL has agreed to another multi-year extension for the Madden series. The figures for the new EA extension with the league have not been made public yet, but the previous extension from 2020 included $1 billion in costs and $500 million in marketing commitments.
It is worth noting that the previous deal included another $500 million for the NFLPA and is arguably just as important as the overall contract. This is the portion that allows player names and likenesses to appear in the game. Without it, the players would be generic models with no names, much like the original NCAA Football series.
It has been reported that the NFLPA and EA are currently very far apart on an extension. Their current contract expires in February 2027. This is a VERY important part that seems to be glossed over by most who are covering this story.
Madden is going to remain the exclusive NFL-branded simulation football game for at least another five years, even if you may end up playing as Green Bay Packer QB#10 instead of Jordan Love.
I’m joking, of course. Without Name Image Likeness rights through the NFLPA, Madden Ultimate Team would be impossible. EA made over FOUR BILLION DOLLARS last year across the micro-transaction portions of its catalog. In 2021, Madden’s slice was said to be $1.6 billion. There’s no way EA won’t strike a deal with the NFLPA before the clock hits 0.
