In the end, the NHL series doesn't sell enough copies for any company to truly care about truly investing in it...let alone a company like EA. They know they'll sell about 800k copies every year and there are unlikely to be features that truly make an impact on the sales numbers. So they are content to simply tweak what they have and have those 800k buy the game again. It's likely a nice little earner for them every year and that's about it.
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