Cowen & Company analyst Doug Creutz has predicted that EA’s debut foray into the mixed martial arts genre will be its last following a poor performance from the recently released EA Sports MMA at retail.
The brawler entered the UK Charts in 23rd spot yesterday and faces a tough time fighting for market share in the face of fully-licensed rival UFC Undisputed from THQ.
“EA's recently released MMA appears to be more or less DOA at retail,” the analyst told investors. “UFC recently announced an extension of its license with THQ, likely putting an end to EA's efforts to expand into the mixed martial arts genre.”
THQ’s extension to its licensing agreement with Zuffa means it now has the UFC game rights until 2018.