The problem with most sports games is that branding becoming so important to sell a game. If a soccer game came out with thrice as content and quality as FIFA for half the price, it would still go down in flames because FIFA has the exclusive license to practically all sport clubs and players. Unless that changes, they could do whatever they want and people will still buy them.
Well, wasn't it in the news lately that they lost the licenses for some clubs to PES, including their players? That's the real battle and concern for EA, as without them, they can't have as many players in their cards to casino to players.
That's nothing new though. There are a few clubs that have been exclusive to PES for a while and then exclusive to FIFA and vice versa. Overall FIFA just has way way more licenses for leagues, teams, players and competitions. Konami doesn't spend enough to make PES competitive in that regard.