Is this a new thing for EA sports or a one off?

As every four years theres a world cup in football, and the european championships too, EA normally cash in on it and create a new £40 game for each tournament, which is kind of a joke, as theres not much change in the games than new stadia and kits.

This year with Fifa 12, they are offering the Euro 2012 game as DLC for a much lower £15.99, which is still quite high for what you get. Do you think this will last?