The Business Behind Basketball Gaming’s Big Return 🏀

The return of a college basketball video game featuring all of Division I has hit a major roadblock. EA Sports, working with the Collegiate Licensing Company (CLC), had planned to launch a groundbreaking game including all 350+ men’s and women’s teams, complete with NIL compensation for athletes and NCAA trademarks like “March Madness.” But momentum has stalled as 2K Sports pursues its own project, signing individual licensing deals with high-profile schools such as UCLA.

At the core of this standoff is exclusivity. EA Sports wants to replicate the success of the best-selling sports game of all time, College Football 25, with a comprehensive, all-inclusive product. 2K, on the other hand, appears to be betting on star power, leveraging elite programs and potentially integrating college basketball into its NBA 2K franchise. This back-and-forth isn’t just about the game's design, but rather, it’s a business battle over market share, licensing revenue, and fan engagement.

The stakes are high for all parties involved. For schools and conferences, the decision could mean choosing between broader exposure or higher payouts from selective partnerships. For student-athletes, NIL integration offers the chance to benefit directly from their inclusion in the game, although those benefits could be uneven if there are only certain programs represented. And for fans, the concern is that a divided approach could create a less complete offering that doesn’t fully reflect the excitement of college basketball.

https://www.sportsbusinessjournal.com/Articles/2025/08/28/sources-ea-sports-college-basketball-video-game-talks-hit-snag/