EA Sports receipt activity fell among NBA 2K25 spenders who did not return for NBA 2K26
Share with a current-cycle Madden NFL, EA Sports College Football, or EA Sports FC receipt, by NBA 2K25 cohort and annual game cycle
Share with a tracked current-cycle EA Sports receipt
Source: YipitData U.S. e-receipt panel. NBA 2K25 lapsers n=6,275; retained NBA 2K26 spenders n=7,768. Spend is a paid-engagement proxy, not playtime.
Chart data
| Series | Share with a tracked current-cycle EA Sports receipt |
|---|---|
| Retained, 2025–26 cycle | 48.7% |
| Retained, 2024–25 cycle | 47.1% |
| Lapsed, 2024–25 cycle | 31.2% |
| Lapsed, 2025–26 cycle | 23.8% |
How many NBA 2K25 lapsers added a new EA Sports title?
Only 9.6% of NBA 2K25 spenders with no NBA 2K26 receipt added an EA Sports title with no receipt in the previous annual game cycle. The result does not rule out shifts to untracked games or unpaid play.
What happened among players who had previously paid for both publishers’ sports games?
Among prior NBA 2K and EA Sports dual buyers, 54.7% of the NBA 2K25 lapsers stopped showing an EA Sports receipt in the next cycle, compared with 29.3% of retained NBA 2K26 spenders. The dual-buyer samples were 1,955 lapsers and 3,661 retained players.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel across the 2024–25 and 2025–26 annual sports-game cycles. The cohort included 14,043 established, recently active panelists with an NBA 2K25 base-game or virtual-currency receipt. Lapsers had no NBA 2K26 receipt; retained players had one. Tracked EA Sports purchase activity required a same-cycle Madden NFL, EA Sports College Football, or EA Sports FC receipt. Receipts measure purchases rather than playtime; free-text identification and connected-inbox coverage are incomplete. Results do not prove those players left all sports gaming or explain why they did not spend on NBA 2K26.