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“Expanding the NFL’s presence in the world of gaming has become a focus for the League as we look to grow the next generation of our fanbase,” said Joe Ruggiero, senior vice president of consumer products at the NFL, “and reviving our partnership with 2K was a natural step in that effort.”
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Especially if, by that point, 2K has demonstrated the same kind of talent for football that it applied in bringing its basketball series to the apex of sports gaming. And while EA would presumably seek to renew its contract again for Madden - a lucrative annual franchise that has been the bedrock of the EA Sports slate for over three decades - the NFL may finally be willing to open things up to some competition after more than 15 years of exclusivity. Moreover, EA’s existing deal is set to expire at the end of the 2021 NFL season (i.e., in early 2022), according to an industry source with direct knowledge of the terms. MLB The Show going to other consoles could be 2021’s biggest story, two years early But the NFL spokesperson told Polygon that EA’s current exclusivity contract with the league only covers NFL-licensed simulation football video games on computers, consoles, and mobile devices. That deal previously encompassed any kind of league-licensed video game, which is why EA was able to make 2012’s arcade-style title NFL Blitz (after acquiring the brand from the defunct Midway Games).
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The new contract with 2K is only possible because of a change in the terms of the NFL’s arrangement with EA. It’s a very interesting time for the NFL to sign a licensing deal with another game publisher. In recent years, 2K has been expanding its footprint in the sports market, inking publishing deals for titles like HB Studios’ The Golf Club 2019 and the aforementioned NBA 2K Playgrounds 2. 2K Sports released All-Pro Football 2K8, its first and only football game after 2004’s beloved ESPN NFL 2K5, in 2007 on PlayStation 3 and Xbox 360. But that’s exactly what it did more than a decade ago, after EA snatched up the exclusive rights to make NFL-licensed titles in late 2004. It seems unlikely that 2K would bother making football video games without the rights to current NFL players as well as the real teams. A representative for 2K said the company could not comment on whether such a deal was in place. The two sets of rights are typically handled separately, and indeed, an NFL spokesperson told Polygon that 2K would need to sign a licensing agreement with the NFL Players Association in order to use real, current NFL players in its upcoming video games. It’s worth noting that 2K’s deal with the NFL only covers the names, logos, and associated elements for the league and its 32 teams - not the names, images, and likenesses of any NFL players. All-Pro Football 2K8 featured retired NFL players like Johnny Unitas (left) and Walter Payton because 2K couldn’t use current ones.