As anticipation built for College Football 26, EA Sports stunned fans with even bigger news. Just before the game’s second-annual reboot launched, the company confirmed that a new college basketball title was finally in development the first since NCAA Basketball 2010.
Nearly two decades have passed since that last release, and basketball fans had long been clamoring for a revival. EA announced the long-awaited game would arrive in 2028, marking the sport’s return to consoles and reigniting excitement for what could become another cornerstone franchise alongside college football.
The wait until 2028 feels long, but fans are willing to be patient if it means the return of a beloved college basketball game. By then, Mark Pope could already have three championships at Kentucky, and supporters want that dominance showcased digitally as well.
This week brought a disappointing twist, as Ben Portnoy of Sports Business Journal reported that even the planned 2028 release might be in jeopardy. The holdup? 2K Sports has entered the picture, pushing for a role in the revival.
Known for producing blockbuster titles like the NBA 2K series, PGA, NHL, WWE, and hits like Bioshock and Borderlands, 2K’s involvement complicates matters. The key issue now is whether they want full control, partial rights, or more influence than EA Sports is willing to concede leaving the game’s future uncertain once again.
In simple terms, EA Sports is pushing for an all-inclusive college basketball game, while 2K favors a smaller, brand-focused version featuring only the biggest names. The clash in vision is at the center of the current standoff.
EA’s plan, according to VP of Business Development Sean O’Brien, is ambitious: include all 350+ Division I schools, both men’s and women’s teams, every conference, and full NIL compensation for athletes. The goal is to mirror the success of College Football by creating a game that captures the full tradition, pageantry, and excitement of March Madness.
Meanwhile, 2K Sports seems intent on carving its own path, leaning toward integrating college hoops as part of the NBA 2K platform rather than creating a massive standalone game like EA envisions.
A spokesperson confirmed to SBJ that 2K has already secured non-exclusive, long-term deals with top programs such as UCLA, with more schools to follow. They emphasized that NBA 2K has evolved beyond just a game into a cultural platform, and the company hopes to bring that same blend of sport and culture into its upcoming college basketball project. Further details are expected in the future.
The NCAA now finds itself at a crossroads, questioning whether it would even support a limited release model like the one 2K is pursuing. Historically, the organization has pushed for a comprehensive licensing agreement covering all Division I schools and benefitting both men’s and women’s athletes.
In a statement to SBJ, the NCAA noted it still remains open to working with a gaming partner on that kind of inclusive deal. However, they acknowledged the current reality, saying, “it appears the market has chosen to go in a different direction for the time being.”
The unfortunate twist? Talks are still ongoing, but according to Ben Portnoy, if EA Sports can’t secure the exclusive rights it’s pushing for, the company may walk away from college basketball gaming entirely. That possibility threatens hopes for a true, all-inclusive March Madness experience.
While the dream of seeing all 350 schools battle to cut down the nets could disappear, there is at least one silver lining. Programs like Kentucky, as one of the sport’s biggest brands, would almost certainly be included in 2K’s narrower approach. Fans could still play as their favorite Wildcats under Coach Pope, but it wouldn’t capture the same nationwide pageantry.
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