For me it's more about the multiplayer. Once the new game drops everybody jumps to it so there's a lot less going on with Ultimate Team on the previous version. Also, for someone like myself who puts a ton of time into games like FIFA, Madden, UFC, or whatever else, those slight changes between yearly releases can make a big enough difference to justify the cost.
Also, I think it's worth considering sports games are different than a typical "story mode" game because you can't beat or finish the game. I play FIFA from September to September, and then once the new one comes out I buy that. 12 months worth of game time is more than worth the price tag imo.
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