"In North America, if you say FIFA , the majority of people will think of us rather than the actual governing body." The unabashed view of Matthew Prior, FIFA's creative director, explains why EA Sports' FIFA is king. But how did the game consumed by so many become the definitive, market leader, when a decade ago it had a major rival for gamers' eyes, ears and dollars in the shape of Konami's Pro Evolution Soccer? The studio has inevitably benefited from its unique licensing contracts with brands, players and the governing body. Its grip on the living, breathing world of football via its online platform has entrenched the status quo. Yet PES has sustained a reputation as something bordering on a cult hit, with gameplay that continues to score strongly with audiences. It cannot, though, translate its cultural currency into sales. Metro 's September 2017 review of last year's PES instalment observed: "There's always the feeling that
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