GameTap's Jon Robinson writes: Say goodbye to those dreams of NFL 2K10. EA Sports has come to terms with the NFL and the NFL Players Association to extend its exclusive videogame licensing agreement through the 2012 season (which culminates with the Super Bowl in February 2013).
Here's what else the new head of EA Sports had to say:
GameTap: Madden sold so well before you guys had the exclusive license. What does EA Sports actually gain from this deal?
Peter Moore: To be clear, the NFL was the entity that wanted the exclusive relationship. EA bid as did a number of other companies for the exclusive relationship. It wasn't on our behest that this went exclusive. In 2004, the NFL looked for an exclusive relationship because they were concerned I think about where some of the licenses were going, some of the price points that were being hit, and decided that they only wanted one company to do this. We bid and we were very fortunate and lucky and delighted to be the winning licensee. As a result of that, that gives us this period of renegotiation which has just been completed.