Madden mania: Video game hits stores
The video game industry hinges on it. A reality TV series is dedicated to it.
By MADHUSMITA BORA
Published August 14, 2007
Today, video game giant Electronics Arts Inc. unveils the latest and most sophisticated version of its popular Madden football game. Developed at EA Tiburon in Orlando, Madden NFL 08 is named after Hall of Fame coach and NBC sports analyst John Madden. It will launch in 10 different platforms including biggies such as XBox 360 and PlayStation 3.
"In some ways Madden is similar to the iPod," said Michael Goodman, director of digital entertainment at the Yankee Group. "Like the iPod, Madden has crossed over from being a product to becoming a cultural phenomenon."
For Electronics Arts, or "EA," getting the latest Madden version right yet another year is key because its profits and fame hinge on it. For the hardware industry, it's important for the game to sit well with fans and accelerate the sale of new consoles. Every year, experts say, Madden whips up a frenzy, driving industry revenue and trends. Microsoft recently slashed the prices on the XBox 360, probably timing it with the launch of the game, said Billy Pidgeon, program manager consumer markets with the IDC research firm.
Last year, EA sold 7-million copies of the game, making it the largest-selling game of the year, said Katherine Coulthart, company spokeswoman. The company declined to release yearly profits from the game, but analysts say it's the cornerstone of EA's financial foundation.
"EA has pretty much delivered each year," Goodman said. "In some years there's greater innovation, but the game has always done well."
What also drives the Madden phenomenon is the overlap between football fans and video game fanatics, said Anand Kumar, associate professor of marketing at the University of South Florida. A Gallup poll found football to be America's top sport.
EA benefits from football popularity along with its NFL licensing rights. Since its launch in 1989, Madden has sold more than 60-million copies, and hype over the game continues to build with competitive events. The Madden Challenge seeks the best Madden player in the world, while the Madden Bowl focuses competition on the most current edition of the game.
"I don't really care how the new game is, I just play every version that comes out," said Billy Wolf, 20, of Tampa and the $100,000 winner of season 2 of Madden Nation, a reality television series.
The challenge each year is to kick the game up a notch, EA officials said.
"Keeping it fresh and new is the goal," said Chris Erb, NFL director of marketing at EA Sports.
The creative team behind the game are its most devout consumers, Erb said.
"We make it the way we want it to be, and if people like to buy it, that's cool, too," he said.
Times researcher John Martin contributed to this report. Madhusmita Bora can be reached at (813) 225-3112 or mbora@sptimes.com.1989
John Madden Football debuts for Apple II computers. The game debuts on Sega in 1990.
1992
Enhanced graphics; injuries added, as are ambulances that come to players' rescue.
1998
The game introduces artificial intelligence, elevating the level of realism.
1999
All versions feature 3-D characters; Franchise mode introduced with a salary cap.
2004
Online community at 875,000; Owner mode and playmaker control features added.