People always bought FIFA for the EA brand rather than the other way around.

Much as I dislike the modern era EA, it’s hard to argue that their Football / Soccer games are duds. And EA have always been liberal about their branding so everyone knew that FIFA was an EA game.

I've been under the impression that EA keeps selling football games, and the more lucrative microtransactions, pretty much the same as ever. Meanwhile FIFA has no games out on the market at the moment, with 2K Sports reportedly having the license at the moment with no games out.

EA is still doing fine financially, despite some duds. It turns out people buy fun, not names.