Sorry if you already know this, but it's literally just the name on the box, not licensing for leagues, player names etc. I see basically no value in that name, it may even be a negative given their poor reputation (corruption etc).

They can probably make up the losses from the sweet deal on: "Fifa® Grand Corruption, Human Trafficking and Sex with Minors"™

Well, it's my perception that this was a nice little earner for FIFA in that EA did all the work whilst they got a massive pay off. They are obviously thinking about taking up their own financial opportunities more, and that's presumably why they bumped up their valuation. Time will tell on that front, but I think it's a massive error. FIFA don't have the competentcy.

EA are no saints either, of course. FIFA the game has morphed into a microtransaction nightmare. But I think they will still get their $6bn with or without FIFA on the box, Ultimate Team is the brand now. The only thing derailing that train is legislation (increasingly likely given how it targets children)

Do you really think that asking a $1B cut from $6B revenue is OK? That's a cut of 17% for what? For licensing a name? As a gamer I'd rather save $10 on the price and have it named something else. We already have to put up with the clubs names BS anyway... because they don't have the licenses for using the real team names in the game.