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Playing smartly isn't entirely aligned with making money. With that said Disney culture is very rigid, I suppose that's why they didn't took some ideas from Lucas, which may be also why they decanonize the expanded universe in attempts to distance Star Wars from his original creator.
I also have the notion that EA has had issues, since it's weird for as business oriented as they are, that they have only released 3 console Star Wars games.
I suppose Star Wars is hard property to make new ideas, given how both creators and fans don't seem to want to tell any sort of new stories.