The 2K vs. EA market war in the sports video game industry started in the early 2000s when 2K Sports, a subsidiary of Sega, introduced a new football game called ESPN NFL 2K5. The game was highly regarded for its graphics, gameplay, and innovative features, such as its “First Person Football” mode. At the time, EA Sports had a virtual monopoly on the football video game market with its Madden NFL series.

To compete with ESPN NFL 2K5, EA Sports signed an exclusive licensing agreement with the NFL, which prevented any other video game company from using official NFL teams, players, and stadiums in their football games. This move effectively killed off any competition for the Madden NFL series and prevented any other company from making a football game that featured real NFL teams and players.

This exclusive licensing deal was seen as controversial by many gamers and game developers, who felt that it stifled innovation and competition in the industry. The market war between 2K and EA continued in other sports genres, such as basketball and baseball, where 2K Sports also developed highly regarded games that challenged EA’s dominance.