EA's attempt to muscle in on the mixed martial arts market with EA Sports MMA has been an unmitigated failure, according to industry analysts.
Doug Creutz of Cowan & Company told GamesIndustry.biz, "EA's recently released MMA appears to be more or less DOA at retail, while UFC recently announced an extension of its license with THQ, likely putting an end to EA's efforts to expand into the mixed martial arts genre."
Eurogamer's Matt Edwards awarded EA Sports MMA a respectable 7/10 but the game could only manage a number 23 debut on the UK all-formats chart this week.
Creutz then proceeded to twist the knife, hailing 2010 as a disappointing year for EA.
"Medal of Honor earned weak reviews, and we expect sales post the launch period to decline precipitously - particularly once Call of Duty: Black Ops hits retail."
To be fair, it's not performed too badly so far. EA recently announced its FPS had shifted 1.5 million copies worldwide in its first week on sale.