Why are they doing this in China? First they do Dungeon Keeper and now Ultima Online. Two franchises that the Chinese could probably care less about in terms of the actual franchise, it's story and gameplay. Why don't they just create a new IP? Why do they need some name that means nothing to them? Most UO subscribers are in Japan while the rest are mostly in North America and Europe.

Not that it matters because these games will likely be nothing like the rest of their franchises games and likely won't be considered as an actual Ultima or Dungeon Keeper game even by EA themselves. What is the point of using these names rather than just making up some name for a new game?