Given the turbulence of the series over the last decade there was never a chance that NBA Live 18 would sell many copies no matter how good the game would turn out to be. Skepticism from consumers was more than justified and its competitor too popular and well established. Instead the goal for EA Sports was always to regain some credibility and slowly bring more people on board through word-of-mouth and by playing with the price. A pre-order discount making the game $40 was the first stra...

Last month NBA Live 18 was available for $15 on both PS4 and Xbox One which was a great price for a game featuring a really strong career mode, enjoyable gameplay, and absence of pressure/necessity to spend more money on an in-game currency. Now the price is even better on PS4 where the game can be had for just $10. This sale is expected to last until December 26 and is available to PlayStation Plus subscribers....

NBA Live 18 never had a chance in the marketplace to sell even at a reduced $40 pre-order price. No one, including publisher EA Sports, would have expected otherwise. The goal instead was to reestablish some credibility, get a few people on board with the series over the next year through various means (demo, EA Access, price drops, possible stumbles by competition) and hopefully see the signs of progress with the release of an NBA Live 19. It remains to be seen whether Live 18 will be th...