Microsoft and Sony cannot make NFL games right now. There is no first party clause in that deal. That was baseball. 2k owned the rights to third party baseball games, which is why EA stopped making MVP Baseball games at the MLB level and moved to NCAA for a short time. That's how we got The Show every year.
The clause in the Madden deal is that EA cannot make the games exclusive to any platform. So if EA made their own console and made Madden exclusive to it, Microsoft, Sony, and Nintendo could all make officially licensed NFL games. BUT... EA also owns the NFLPA exclusive license. So these other games from the other companies would have real teams and logos and stadiums.. but the players names would all be made up.
They'd surely lose a lot of their licenses though, as these deals were signed with the expectations that there would be three+ platforms of sales to rely on. I think the console could still sell pretty well though. EA releases a ton of games. And even if other companies started making football and soccer games, the Madden and FIFA names alone are still worth a lot. And they make the only NHL game around. And they could easily bring back MVP Baseball.
They'd have virtually every genre covered with known quality franchises and they routinely try new stuff.
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