Which is a fair enough point because for many years now FIFA has been effectively a live service game, constantly updated and kept in-line with whatever's happening in the real world of football. The CEO says that the approval process with FIFA is stopping EA being as dynamic and responsive as it would like with the game. Again, FIFA is just the name on the box, but they’ve precluded our ability to be able to branch into the areas that players want." Our FIFA licence has actually precluded us from doing a lot of this stuff. I would tell you, it’s been a fight to get FIFA to acknowledge the types of things that we want to create, because they say our licence only covers certain categories. Wilson goes on to say that the FIFA license is stopping EA from doing other things with the game: "Our players tell us they want more modes of play, different things beyond 11v11 and different types of gameplay. They want their sponsorships reflected in the game and so do all the non-Adidas sportswear brands that sponsor them: 'normal' players don't give a toss about Reebok boots being in FIFA, but Reebok certainly do. This obviously isn't about players of the game, whatever Wilson says, but about the footballers. But because FIFA has a relationship with Adidas, we are not able to do that." One of Wilson's more eyebrow-raising assertions is that "Our players tell us they want more cultural and commercial brands relevant to them in their markets, more deeply embedded in the game… brands like Nike.
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