In a recent story posted on eahockey.com, it seems that game giant Electronics Arts (EA) tried to secure exclusive rights to NHL hockey in much the same fashion as the company's exclusive deal with the NFL, which makes EA the only publisher allowed to make NFL football games.

In fact, just before the end of the NHL lockout, EA did an end run around the NHL by first negotiating a deal with the NHLPA for exclusive rights to player names and likeness to the tune of $44.2 million over six years. In the process, the Player's Union managed to pigeonhole the majority of that revenue for itself.

Naturally, the powers that be in the NHL would have none of it and countered by refusing to renew EA's current, non-exclusive NHL license unless EA agreed to let rival publisher Take-Two Games, parent company of 2K Games, in on the NHLPA action. Back to the drawing board, all parties are now involved in negotiating new deals for next year.

The story quotes Brian Jennings, group vice president, consumer products marketing at NHL Enterprises as saying "I think choice is important. We were not comfortable going with an exclusive model." The story also underscores the fact that NHL suits are well aware that Take-Two's NHL hockey games have been better received than EA's. "We think having two highly motivated partners in this space, three with Sony (a third hockey game publisher), means more compelling games for our fans." Jennings said.

Steve Glickstein, vice president of licensing at Take-Two Interactive, echoed the sentiment. "The more people competing in the space, the better the games are," he said. "When you look at certain deals that are exclusive out there, the quality of game tends to come down."
 
 

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