real.geizterfahr: Then it's a stupid deal. The licenses don't get renewed because it doesn't make any sense from a business point of view (too expensive). Just keep the deals as they are, but add a little "If this license runs out, the game (not any remakes, anniversary editions, add ons, etc) can still be sold." If you want, you can translate this into more refined legalese.
Like I said, more than likely costly and hassleworthy for what is essentially very little profit. Both parties (licensor and licensee) want profit. If there is no significant one to to be found, then the deal is terminated.
real.geizterfahr: Which downsides? The same downsides we have with the retail versions that are still around? There are no real downsides.
There are definitely downsides, which we aren't privy to. As for your retail comparison, that's not exactly correct, since the company is indeed not supplying stores with anymore copies, as they no longer have the license to do so. Me selling you a copy of Colin McRae Dirt (unofficial) is not the same as Steam selling you a copy of it (official).
real.geizterfahr: Then you'd be one of the many companies who allowed Codemasters to use your cars in a video game 10 years ago. You did this anyway, no matter of the details of the license. And who cares for the 10 years old game? Especially when there are 4 more years where Codemasters can sell GRID Autosprt, their newest game (which probably has a 5 years or more license) which also has some of your cars ;)
Really, I don't see any problems with lifetime licenses on a game by game basis.
Yes, past history can't be erased, but if X is found out to be a publicly-unsavoury business partner, you don't want to be known as the company to still be hanging around with them and officially endorsing their products. You want out as fast and as cheap as possible, with the possibility of retaining your brand's value intact (or with as little damage as possible).