EA Sports’ long-awaited return to college football gaming with “College Football 25” has exceeded expectations, achieving $500 million in revenue within the first month of release. Initially skeptical about the game’s success, many doubted EA’s ability to navigate over 12,000 NIL (name, image, and likeness) deals and maintain fan interest. However, the game has become one of the top 10 best-selling video games in the U.S. this year.
EA Sports adopted a group licensing strategy, offering college football players a standard $600 cash deal and a free game copy for the rights to use their NIL throughout their college careers. This approach kept costs low, with EA spending less than $10 million on NIL deals, including special agreements with high-profile athletes like Arch Manning and cover athletes Donovan Edwards, Quinn Ewers, and Travis Hunter.
The company also invested $5.3 million to secure licensing agreements with 134 FBS teams, categorizing them into tiers based on their historical performance in the AP Top 25 Poll. Top-tier schools like Alabama and Ohio State received around $100,000 annually, while lower-tier schools received between $10,000 and $60,000.
In addition to financial deals, EA Sports collaborated with schools to recreate stadiums, logos, and uniforms, using thousands of images and motion capture technology to capture authentic game-day experiences. The game also features real crowd noise sourced from ESPN broadcasts and includes iconic traditions like Clemson’s “THE HILL” and Notre Dame’s “Play Like A Champion” sign.
With significant investment in development and marketing, EA Sports’ comprehensive approach has paid off, leading to substantial profits. While nostalgia may have fueled initial sales, the game’s success suggests a strong foundation for future releases. The low negotiation power of individual athletes and the promotional benefits for schools make this a mutually beneficial venture, revitalizing a beloved franchise for fans.
This article first appeared on Huddle up
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