There was understandable confusion when Gameloft announced NFL 2010 for the iPhone. Somehow, Electronic Arts had managed to sew up NFL exclusivity for every market except mobile, allowing Gameloft to release a fully licensed football game before EA finishes Madden NFL (which is coming). Should EA be worried? If we're gauging success solely on the merits of fun, no; NFL 2010 is chock full of problems, many rooted in Gameloft's standard iPhone design philosophy.
Gameloft was one of the first companies with 3D iPhone games. The most successful recent iPhone games have ditched the quick and dirty way of adapting console controls by putting virtual analog sticks and buttons on the screen. Most 3D Gameloft games are designed around the virtual sticks and buttons, however, assumingly allowing them to develop and iterate faster. But not better. NFL 2010 sticks to this idea and suffers greatly for it.