Gaming giant EA Sports first venture into the mixed martial arts genre looks set to be a major flop according to analysts.

Not only that, but only a week after release the expectation is that EA Sports will now pull out of the MMA sector altogether.

“EA’s recently released ‘MMA’ appears to be more or less DOA at retail, while UFC recently announced an extension of its license with THQ, likely putting an end to EA’s efforts to expand into the mixed martial arts genre,” – Cowen & Company analyst Doug Creutz

The title hit stores on October 19th and was well received by critics who compared it favorably to the UFC Undisputed series produced by THQ.  What the game didn’t have was the backing of the brand that has become synonymous with the sport – the UFC, and that appears to have been the key to it’s downfall.

Instead the producers had to rely on the Strikeforce organizations brand and fighters which pales in comparison to the UFC’s global reach and recognition.

That’s already becoming painfully apparent in the international sales, with the game entering the UK charts at No.23.

Any hopes EA Sports may have had to acquire the UFC license were dashed on the day of the game’s release when THQ announced that they had just secured the rights until 2018.

Overall this is disappointing news for the sport, and particularly for Strikeforce who would have been hoping that a successful game could have helped take them to the next level.