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EA Sports MMA, the new mixed martial arts video game from EA, was dead on arrival at retail, Cowen & Company analyst Doug Creutz has said.
The game was facing an uphill struggle to find a foothold in genre dominated by UFC, a license which THQ recently extended through 2018.
“EA’s recently released MMA appears to be more or less DOA at retail,” Creutz told investors. “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.”
MMA entered the UK chart at No.23.
Via MCV
THQ failed to meet sales targets with UFC 2010, and has since revised its release schedule of UFC licensed video games. It’s no great surprise then that EA struggled to make an impact with MMA, a game which was relying heavily on the EA Sports brand to attract UFC fans.
It doesn’t appear to have worked, however, and EA will have to decide whether to cut its losses or plug away in a segment which heavily favours THQ’s title.
