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Price wars of 2005

Before the EA/NFL deal, the NFL2K franchise from Take-Two was knocking on Madden's door. After being a perennial also-ran, the publisher decided to offer its AAA football game for just $20. EA tried to ignore the bait, but was ultimately forced to slash prices and match the deal. While Take-Two would have almost certainly had to raise prices the next year, we'll never know how many fans would have stayed with the brand — and what the long-term effect would have been on EA's business.

Photo: Take-two