Despite hiring marketing genius Paul Heyman to help boost sales for their much hyped “EA Sports MMA” video game, it appears the gaming giant is prepared to pull the plug on their mixed martial arts venture just one edition in.
According to Cowen & Company analyst Doug Creutz (via CVG.com), sales have been extremely disappointing since last Tuesday’s launch.
“EA’s recently released ‘MMA’ appears to be more or less DOA at retail, while 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,” Creutz said in his research notes.
Although THQ’s highly anticipated “UFC Undisputed 2010” game paled in comparison to the successes of its predecessor, they extended their partnership with the Octagon last week through 2018.
However, they also announced the franchise’s game cycle will be extended to every 18 months. Most sports titles receive a standard 12-month window.
Despite receiving solid reviews for their sophisticated game play, EA’s inability to showcase UFC fighters – less cover boy Randy Couture – has drastically affected their chances at competing.
While “EA MMA” hosts a bevy of Strikeforce studs, the UFC they are not. If Electronic Arts chooses to be a one-and-doner, the Octagon will own mixed martial arts in both the real and virtual worlds. How fitting…