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An analyst has suggested Sony could look to buy publisher Electronic Arts - which would make the FIFA franchise exclusive to PlayStation.
Microsoft sealed a $67.8 billion deal for Activision Blizzard earlier this year and it's sent shockwaves across the video game industry.
Many have speculated how Sony will respond to the news and speaking to the Hollywood Reporter, experts representing research firm Enders outlined what could go down.
They believe the Japan-based conglomerate may see EA as 'likely to be the favourite' for an acquisition.
EA, who include EA Sports among their divisions and also produce Madden and NFL, currently have a market cap of around $37 billion.
Enders' experts believe Sony might look to buy Ubisoft or Take-Two at a lower price however.
Handler, another analysis company, have said Disney could look to add EA to their brands as well.
"A great way for Disney to build upon its digital future and for [CEO] Bob Chapek to step outside Bob Iger's shadow would be to buy EA," Handler explained.
"Combining EA Sports with ESPN could create a lot of unique opportunities, like a real sports metaverse."
The FIFA franchise is one of EA's biggest and the company make a ridiculous amount of money per year through Ultimate Team.
Last year saw rumours of a free-to-play model being introduced, as well as 2K Sports looking to buy the rights.
Konami's eFootball remains FIFA's biggest competitor but a brand new football simulator is ready to make an impact.
UFL is free-to-play and players will only go up against those of a similar skill level.
IGN report that Strikerz's game will be 'fair to play', online divisions will be linked by promotions and seasons will take place over a full year.
At the end of that year, a single player will be crowned UFL champion.
Cristiano Ronaldo is the cover star while Kevin De Bruyne and Romelu Lukaku are ambassadors.
UFL will release later this year.
Featured Image Credit: EA Sports & Sony
Daniel Marland