Nice improvement that just HAD to happen eventually. I mentioned the live Roster updates in a Madden thread, and the NBA DNA Live stuff:
Hit the hardwood with the new NBA LIVE 09 demo for Xbox 360® and PLAYSTATION® 3. Play as the Celtics or Lakers to get a taste of the best playing basketball game featuring Dynamic DNA and NBA Rewind functionality.
They are also doing this for FIFA09:
The way you play soccer simulation games is about to change forever. With adidas Live Season service updates player form in-game each and every week based on how real players performed in their most recent real-world matches. Download weekly form changes directly into FIFA Soccer 09 for the rest of the 08/09 season and experience the difference in Kick-Off, Online Quick Ranked and Interactive League matches.
