Who would could bid on something as big as Star Wars? Who else would bid? I'd rather EA than Activision, to be honest.
Doesn't have to be a single entity. It used to be that a bunch of different developers and publishers worked with the Star Wars license. It all went to shit when EA was given a monopoly over it. Just like their Madden and FIFA games, when they have no competition, they make shitty games and no one can do anything about it.
NNID: theRepublic -- Steam ID: theRepublic
Wii U - Currently Gaming Like It's 2014 (Hyrule Warriors) - 11 games in backlog
3DS - Currently Gaming Like It's 2013 (Luigi's Mansion: Dark Moon) - 7 games in backlog
PC - Currently Gaming Like It's 2012 (Borderlands 2) - 11 games in backlog
Mobile - The Simpson's Tapped Out and Yugioh Duel Links