The issue here is that early on, if they put say FIFA 15 on their own console, they'd exchange the millions they make every year for a lot less, not just some, a lot. They sell 5 million of it guaranteed but on one console which is new and has limited offerings, they'd be luck to reach a hundred thousand.
If the FIFA game also isn't widely available to the masses, FIFA may remove their licencing.
Hmm, pie.