People really have short memories when it comes to EA. Go back 5 years and you have:
Association football: FIFA gets buy with licences but Pro Evo soccer is widely considered to have better gameplay
American football: Madden is at the top of its game but there is competition from the 2k series.
Basketball: The 2k series beats the EA NBA Live series
Hockey: The 2k series beats the EA NHL series
Cricket: ---- until mods save it
And what about now?
Association football: This has actually improved but not much gets added each year, was long due for a big update with next gen. Has overtaken PES.
American football: Gone downhill on the 360/ps3 generation, no more 2k competition and a monopoly on the licence which has led to a lawsuit.
Basketball: Gave up after being destroyed by 2k, hasn't released a game for years despite the almost release of NBA Elite 12.
Hockey: No more competition from 2k but the games have improved a bit but perhaps not as well as it would have if competition remained.
Cricket: Nothing
So before we all go shouting "please make my game and my babies EA" just remember what we're dealing with. And, of course, this is just the sports side of the company. For all other games, how about the huge success Sim City?
Pro Evo doesn't even compete with FIFA gameplay.