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The juggernaut that the Madden NFL video game has become over the last few decades is only comparable to the other EA Sports franchise that used to live off the same licensing privileges. The FIFA name had become a genre-defining monster in the gaming industry since the early 2000s, with competitors only dreaming of securing the rights to stadium, club, and player likenesses to compete.
Now, the reality is that the pitch is wide open, as the once-number-one annual sports instalment has gone years without the iconic acronym, with EA losing FIFA-licensing in May of 2022. Some thought this would mark the end of the releases until developers renamed it to EA FC, publishing the same game under a different title, with as many familiar colors and faces as they could get their hands on.
What seemed impossible was now real life, and even though the numbers didn't plummet as projected, with a better EA FC 24 launch than FIFA 23's, the prestige and marketability of a nameless release definitely hurt its reputation. A dip in sales, revenue, and viewership has taken a toll on the former king, leaving everyone to wonder if the same fate is in store for its American cousin, EA Sports Madden NFL.
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The Madden NFL franchise has been non-stop since its debut in 1988, being published under the EA Sports umbrella since its inception. The release was only paralleled for half a decade by publishing adversaries, 2K Games, with their NFL 2K series from 1999 to 2004, until a year later, when the NFL signed an exclusive agreement with EA Sports.
Since then, over 20 years ago, Madden NFL hasn't been downed or shoved out of bounds by anyone else but themselves. Making the same mistakes many long-running franchises make, Madden's yearly releases have been met with ill reception, with football fans calling it "an unsurprising disappointment."
Gone are the presentation, playstyle, and core mechanics that once excited players. Now, they're left with microtransactions and a recycled product that leaves much to be desired across single-player, multiplayer, customization, and more. But how could this lead to EA fumbling one of the most profitable titles in gaming?
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In October 2025, EA Sports and the NFL announced the renewal of their contract, keeping the licensing rights with the American developer company until the 2030 season. As we enter the second half of the decade, this will be the defining stretch to decide whether it's time to punt the rights away or if EA Sports clutches it out in the red zone.
The most relevant precedent, FIFA's debacle, established that if and only the price is right, the licensing rights will stay with EA Sports. If it were to be a popular vote, however, EA would not stand a chance. The criticism has spread to even the most passionate players, and the Madden curse and cheese have overstayed their welcome in the community, getting more vocal with each instalment.
Every trailer and update is constantly lambasted for its lackluster content, featuring the same players with the same gameplay at a higher price. The jump from arcade to simulation playstyle never favored them either, leaving the product stagnant and making it harder to feel both real and fun at the same time.
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Whilst the primary vehicle for failure in FIFA was greed, it's not as if the NFL is known for its altruistic approach. Needing to pay $800 to $1,600 out of pocket to watch an entire season, due to streaming deals and TV rights, is only a sign of how far they're willing to go in what was once an open cable league.
Companies only listen to reason when it's attached to money. So if push comes to tackle, it wouldn't be the most surprising news ever that a league prioritizing entertainment and profit decides to cut ties entirely with EA Sports, only to join forces with the folks across the street.
If anything, I would recommend 2K to prep a knock-off football title, including a fleshed-out franchise mode, to flex the studio's capacity and capability between now and 2030. For the correct sum, you could be in control of wrestling, basketball, and football, all at the same time, conquering most of the American market. That, of course, if you don't manage to lose the licensing rights you already have to EA. Could you imagine?
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