PS isn't FIFA at the moment just about the mother of all toxic brands?

If you're a gamer, you'll know there's an annual cash-cow franchise called FIFA 15 (or 14, or 09, well you get the picture).
It's the premier football game for online console gamers for the season, then as soon as the next season is out, that game second hand is worth about £3.50. Their one time rival PES Soccer is nowadays just rubbish unfortunately.

Point is (I don't want to bore you talking about games if you're not a gamer - it can be mega boring if you aren't) how long before that needs renaming? Or will all this blow over like the aircon needed in a stadium in Qatar to host a World Cup game?