If you thought brisk ticket sales and a record amount of PPV buys for UFC 100 would make Dana White content, you'd be dead wrong.

On the heels of a successful staging of the organization's 100th show and launch of THQ's UFC 2009 Undisputed, the first MMA game in nearly half a decade, the UFC president and main promoter offered stern words to EA Sports during a post-fight press conference: "[You don't] give a shit about mixed martial arts."

EA has its own mixed martial arts video game in the works, currently on schedule for a 2010 release, but it won't include any fighters currently under contract with the UFC if White has anything to do about it. A contract allows Hall of Famer Randy Couture—pronounced Coo-Tour, not Cooch-Er, as ESPN seems to think—to lend his likeness to EA Sports MMA and he may perhaps may be on the cover, but any other fighter under contract participating with the game "won't be in the UFC," according to White.

All of the animosity stems from a business meeting White had with EA 18 months ago where the game publisher dismissed MMA as "not a sport" and did not want anything to do with it. This is the same company who found it wise to publish such gems as EA Sports Rugby and Def Jam: ICON, a game where you play rappers beating each other up in nightclub environments. White is returning the favor, hoping to keep publishers from cashing in on the MMA empire he built from the ground up.

It's almost guaranteed that fighters from rival promotions Affliction and DREAM will make an appearance in the game, but things will get even murkier as White attempts to reach outside of his promotion for talent to match up against his heavyweight titleholder, Brock Lesnar. No. 1 pound-for-pound heavyweight Fedor Emelianenko has been named as a possible opponent for Lesnar in the future, but is under contract with Affliction for one more fight on August 1 and has shied away from contracts constricting him to a single organization as he also competes in Sambo tournaments in his home country.

With motion capture sessions reportedly still in session at EA HQ, it will be a while before we find out who may have landed themselves in hot water. Dun dun dunnnnnnnnn!