Given that the contract was for 5 years initially, then extended another five and now it looks like another three at least I'd argue that it's plenty of explana

Given that the contract was for 5 years initially, then extended another five and now it looks like another three at least I'd argue that it's plenty of explanation for why Madden is dominant. In the time that contract takes to expire it makes it completely unfeasible for any company to take on EA because no one will have Football game tech like Madden.