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Is this another example of where the license holder feels like they can make more money directly than through the licensing fee?


No, it started ~4 years ago when FIFA hiked the license cost for EA, and 2 years ago EA had enough & didn't renew the license.[1] Since then, EA basically rebranded their series to "EA Sports FC" and dropped the FIFA branding altogether. This didn't change much as they kept/renewed the licenses for players, teams, stadiums, etc.[2]

1:

https://twitter.com/syacvg/status/1706815482744238221

https://www.ea.com/en-gb/news/ea-sports-and-fifa-extend-lice...

2:

https://www.ea.com/news/ea-sports-fc




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