Key Takeaways
- EA Sports withdrew its college basketball video game proposal after insufficient school participation
- Multiple Division I schools opted for individual licensing deals with 2K over EA’s comprehensive approach
- EA originally planned a 2028 release featuring all Division I men’s and women’s teams
- 2K’s strategy focuses on partnering with major basketball programs rather than universal coverage
- No college basketball video game has been released for several years until recent NIL rule changes
EA Sports Abandons Comprehensive College Basketball Strategy
EA Sports has officially withdrawn its proposal to develop a college basketball video game, ending months of competition with 2K for school licensing rights. The decision came after enough Division I institutions chose to partner with 2K instead, according to a memo obtained by Extra Points.
Sean O’Brien, EA Sports’ VP of Commercial Partnerships & Licensing, confirmed the withdrawal in a statement to schools. “Given there are some schools choosing to accept the 2K Sports proposal for inclusion in NBA 2K, the offer to be included in a college basketball video game will unfortunately have to be rescinded,” O’Brien wrote.
The withdrawal marks a significant shift from EA Sports’ June 30th announcement, when the company revealed plans for a standalone college basketball game targeting a 2028 release. EA had leveraged momentum from successful college football game releases CFB25 and CFB26 to re-enter the college basketball market after years of absence.
Competing Visions for College Basketball Gaming
The two companies presented distinctly different approaches to college basketball gaming. EA Sports pursued what O’Brien described as “a stand-alone college basketball game with all men’s and women’s Division 1 institutions and student athletes, conferences, as well as the NCAA.”
By contrast, 2K adopted a more selective strategy, focusing on partnerships with major basketball programs rather than comprehensive coverage. According to Sports Business Journal reporting, 2K’s approach is “narrower in focus” and “built around the biggest brands in the sport.”
This fundamental difference in scope became a decisive factor as schools weighed their options. Multiple institutions ultimately chose individual licensing arrangements with 2K over EA’s all-encompassing model, effectively eliminating the exclusivity EA Sports required for its proposed game.
Market Dynamics Shape School Decision Making
The competition intensified in July when 2K, operated by Take Two, entered the bidding process with its competing proposal. Reports from Sports Business Journal indicated that several schools began negotiating individual deals with 2K rather than joining EA’s comprehensive framework.
The loss of exclusivity prompted EA Sports to consider exiting college basketball gaming entirely, according to industry reporting. This week’s official withdrawal confirms those earlier indications, as EA determined it could not proceed without broader institutional participation.
The shift represents a notable change in the college sports gaming landscape, where name, image, and likeness rule changes have reopened opportunities for video game partnerships that were previously unavailable.
Strategic Implications for College Sports Gaming
EA Sports’ exit leaves 2K as the apparent frontrunner to produce the first college basketball video game in several years. However, significant questions remain about the final product’s scope, timeline, and which schools will ultimately participate.
The fragmented approach emerging from this competition suggests future college basketball games may feature select programs rather than comprehensive Division I coverage. This outcome differs markedly from EA’s recent college football releases, which achieved broad institutional participation.
Schools that opted for 2K partnerships may benefit from integration with the existing NBA 2K platform, potentially offering enhanced visibility and marketing opportunities. However, institutions not included in 2K’s selective approach may find themselves excluded from the gaming market entirely.
The timeline for any 2K college basketball release remains unclear, though the company now appears positioned to move forward without EA Sports competition. Industry observers will likely monitor which additional schools join 2K’s partnership framework and how the final product addresses the diverse interests of college basketball stakeholders.
via: On3
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