Here's the king of the shadow. Have you ever heard of a FIFA pro?
Well, me neither, however there really is such a thing. And they make a LOT of money.
How? They SPEND a lot of money. Imagine football cards, but the players on the card all of a sudden belong to your team, and the stats of the best players are MONUMENTALLY better than the "OK" players. Now imagine you can buy PACKS of these player cards. That's FIFA, and they are BATHING IN CASH.
Oh and did I mention they release a new game every year? ... Yeah. new game, new cards, LOTS OF MONEY.