Speaking to Kotaku at E3 last week, EA Sports boss Peter Moore revealed that adding MMA to its line-up allows the publisher to bring out a new fighting title each year.
"It gives us a rhythm of a fighting game every year," said Moore. "That's the plan. If you think of 2010, we're bringing MMA. In 2011, Fight Night Round 5."
Moore moved to point out that he wasn't announcing Fight Night Round 5, but you get the picture.
Speaking of the competition, THQ's UFC titles, Moore believes there's room for a contender.
"Clearly, we're a contender in the first year," said Moore. "Our job is to make the sport even more interesting by bringing EA Sports authenticity to it. And we're in this for the long haul."