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Given the path they chose, that is, a long term relationship with a single company, it's possible they wanted the convenience of dealing with a single game maker, along with a higher single contract. Seems obvious that it's only a financial arrangement for them and they don't consider videogames as good marketing tools, otherwise they would have made a different choice with broader participation. Let's hope they change their minds, I'd love to see Porsche spread out amongst all the sims.
I agree with you that Porsche does or rather did not see video games as good marketing tools at the time they closed the contract with EA. However, I believe the added benefit of doing so was not mainly of a financial nature (as in getting license fees from EA), but the fact that Porsche did not have to bother with the management of licensing the brand to a number of game studios. Whatever EA is paying Porsche yearly is negligible in terms of Porsche's revenues. Advertising value would far exceed those figures.