During the rather dull EA press conference, the publisher has revealed that they have picked up the Ultimate Fighting Championship license from THQ.
No actual games were announced, but UFC President Dana White came on to reveal the news, conveniently forgetting how he was treated in the past:
EA Sports told us, 'You're not a real sport, we wouldn't touch this thing. We want nothing to do with this.'
We put our asses on the line, THQ and the UFC, to make a video-game deal in the worst economy in the world. We go out there and do this thing, and it's successful, and now [expletive] EA Sports wants to do a video game. Really? That's not what you told us a year-and-a-half ago.
You told us you'd never be in business with us. They wouldn't even take a meeting because mixed martial arts disgusted them. This wasn't a real sport. Boy, they got over that real quick, didn't they?
The deal was described as multiyear and multiplatform, and will presumably lead to the end of EA's MMA series.