I think we all agree that the way that 2k uses microtransactions to drive additional revenue on a $60+ AAA game is heartless.
However, not all microtransactions are created equal. By limiting it to purely cosmetic items, it's possible to not only make additional money off of games without being a jerk but we are seeing now that it's possible to give games away for free.
A few years back, titles like Rocket League and Overwatch had very successful and fun games that did not require or force players to pay for content they didn't want or pay for an additional advantage. They were able to implement a loot box system that seemed fairly harmless and available to those willing to pay for content. In both games, developers were then able to continue to provide new, fun, and interesting content, game modes, and more for free. In years past, extra maps or characters, or game modes would be put behind a pay wall as paid DLC.
With the success of Fortnite, they've paved the way for a new way for companies to make money off of games while giving away fun games for free. With successes like Apex Legends, Call of Duty Warzone, and now Fall Guys, could we see a future where games are free and continue to see supported by developers, driven by sales of in-game currency and cosmetics?
I think it is very dependent on the type of game as it can't work across the board for all games. Capcom took a massive fail with Street Fighter V's DLC style game (with a full $60 retail price) while competitors like Mortal Kombat have succeeded while giving players a bit more bang for their buck.
The system that 2k has set up for themselves has been very lucrative, and to be honest they'd have to be crazy to give it up at this time.
But with the rumors of NBA Live coming back, they need to make a splash and continue to set themselves apart as they won't be beating 2k at their own game. I think it would be cool if EA released a FTP NBA Live game that they continue to build on and support each year. I feel like they could follow the model of Call of Duty releasing Warzone for free alongside a paid Modern Warfare game.
Imagine getting to play on The Streets part of The One mode for free with a battle pass system and live events that got you new clothes and cosmetics, and even players for your court battles team. Also, Ultimate Team has its own built-in system for money making so that could be a part of the free experience as well. Unfortunately, the modes that people like us like to play, modes involving actual NBA and WNBA teams and leagues will require you to pay for the full version of the game. The rosters will be kept up-to-date throughout the year and since many times a new sports game is called a glorified roster update, players who buy the game can get a discount on the new season's roster and rookies, as incentive to retain players from year to year.