That's the problem though the ICC, there not showing a willingness to include the smaller countries, they simply aren't giving those guys enough matches of any importance, they are literally starving them out, and if they try to stand up for themselves, then the ICC take away more and more, example being shortening tours or no tours at all (watch the cricket documentary "death of a gentleman").
Sounds like ea were just in the 'right place, at the right time', its a perfect storm now, nearly 10 months of the year the biggest leagues in the world are playing, by the time ea's FIFA starts to feel old there's already a new one out, there just isn't anytime to forget soccer doesn't exist. You would think people would tire of it, but nope, it is literally getting bigger and better all the time, it has it roots firmly planted in nearly every single country in the world, whether that's because of the saturation of soccer all year round and the media that follows, or because of ea's behemoth, who knows, but they work best together.
Maybe one day when franchise cricket kicks up a gear and we have a meaningful champions league set-up for the most prominent cities globally, there will be enough revenue to go round that the ICC might decide to support left field ideas like video games, for the purpose of electronic bill-boards. That is assuming they haven't sold the most important thing, the TV rights to pay TV by then, because the most important place for cricket in general is in the living room, and its sad to hear that in england(birthplace of cricket) that its not accessible unless you have pay TV.
I think BA may actually be somewhere near the right place at nearly the right time, its just that a few things need to fall into place at the right time in the near future.