I think the in game raw gameplay is even from most of the sports games (sega with a small edge), but EA's presentation makes up for the gameplay differences.
Sega's games are bland, they have terrible announcers, and the atmosphere just isn't as great as EA's games. Plus there is no competition in the music department...
Also, in NBA at least, Sega's game is extremely buggy... I don't even see how they could release a product with that many bugs.
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