EA has a penchant for sports games whose stories go beyond the actual match , and that now includes the UFC series . The publisher has unveiled UFC 3 , and its centerpiece is a GOAT Career Mode where your choices outside the Octagon determine the fights you'll have inside. You have to make "promotional choices" to grow your fan base, generate hype and score big contracts. There's even a social networking element. You can be the quintessential smack-talker ( ahem ) or the calm-and-collected fighter who only proves themselves in the ring.