"For us, the big opportunities continue to be the FIFA franchise, the Battlefield franchise and then the core sports [franchises] of Madden [NFL], NCAA [Football], NHL, adding NBA [Live] and possibly a couple of new sports franchises along that way. Clearly, that's a big strength of the company and we want to continue that." - EA chief financial officer Blake Jorgensen

EA later clarified the statement, saying this was a reference to UFC. I'm thinking there's more to this than just UFC.