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Not long ago, the biggest names in video game publishing--from Electronic Arts to 2K Sports--would race frantically to ready the latest season of their officially licensed pro sports titles and compete for the largest share of the marketplace. This open competition among multiple game publishers was the driving force behind creative and technical innovation in the games, and enabled the NFL, NHL, NBA, MLB, NASCAR, and other sports franchises to grow their fan base by expanding their reach across multiple titles.
Then, last winter, the rules of the game suddenly changed. Two exclusive licensing agreements--between EA and the National Football League, and 2K Sports ...