You know that'd be really interesting as spectacle (in my opinion). You'd pick a game that neither company has worked on and pit them against one another.
From a research standpoint though, it'd be a waste of time.
It wouldn't be a waste of research on that game. But for the broader community it might effectively be. I think it'd be a great way to setup a competition among grad students though.
From a research standpoint though, it'd be a waste of time.