Welcome to the
Video Game
Newsletter
September 2008
Every year, millions of gamers see the beginning of Why Madden Football has endured
the National Football League season as an exciting
time. Fantasy football league drafts, training camp 20 years of success is a major accomplishment for any brand,
headlines and player moves are all much less let alone a video game. Madden Football owes its success to
important than the release of their most beloved a few intrinsic qualities that have kept it on top of gamers’ lists,
sports franchise, Electronic Arts’ Madden Football. making it a “must-buy” every year:
The Madden ’09 release marked the 20th anniversary
of the series, which started back in 1988 with John • Football is arguably one of the most fun, strategic sport
Madden Football made for the Apple II computer. This video games to play. There’s something about the way it
plays that makes it more compelling than basketball or
month’s newsletter will cover this enduring franchise
baseball, though hockey is fun even for non-NHL fans.
that has made Electronic Arts the pre-eminent sports
game developer.
• Madden is the only licensed NFL franchise – a battle they
fought hard to win – meaning the game is, in essence, a
monopoly. Additionally, EA has consistently delivered a
superior product even when faced with competition in the
late ‘90s, early ‘00s, and most recently in 2007 with 2K’s
All-Pro Football.
• Growth and diversity of the NFL fan base over the past 20
years has been stronger than any other sport in the USA.
The same can be said of gamers – this group grows larger
and more diverse by the day.
• Core Madden Football players love the Franchise Mode
feature which allows them to play multiple seasons, draft
and trade players and take players/teams from one version
to the next. Thus the game evolves much like the NFL,
giving the gamer the chance to step into the shoes of the
General Manager.
• Online play has allowed millions of players to connect
through Xbox Live and Playstation Network console
environments, offering fresh competition and pick-up
games any time, from anywhere. Connected play also
enables tournaments for elite players to play for prizes
and glory.
Next-generation challenges and Madden ’09 annual MEC Interaction Madden Challenge. Congratulations to
review James Williams, Search Specialist, who won the championship
by way of his stodgy defense and ball-control offensive
In the Fall of 2005, Xbox released the 360 console embodying scheme in a bracket-style, one-afternoon tournament of 24
the promise of a next-generation experience – improved players across two conference rooms. A special thanks to the
graphics, online game play and enhanced features. The Fall primary coordinator, Tim Mosback, Senior Planner, for getting
of 2006 saw the release of Playstation 3 and Nintendo’s Wii everyone to their games on time.
console, but the penetration of these consoles remained small
relative to the 120 million-plus figure that Playstation 2
controlled. As a result, the Madden franchise was torn – Brand extensions and marketer involvement
develop the game for the masses or for the next-generation?
Unfortunately, there was little innovation in Madden ’07 and Madden has become more than a game – it’s a near
’08, as the game was developed to maximize the potential of obsession. Thus a number of Madden-branded extensions
the older PS2 console versus the new Xbox 360 or PS3. have evolved including the Madden Challenge (National
Understandably, the Madden masses were starting to feel that tournament series), Madden Nation (ESPN reality TV show)
the franchise was tired, which pressured EA to make Madden and the Madden Bowl (tournament held during Super Bowl
’09 worth a $60 investment. EA rose to the challenge and the weekend). In addition to game-based add-ons, the ESPN
result did not disappoint. The reviews for Madden ’09 on relationship has intertwined Madden-based simulations with
Metacritic.com, which creates a single rating based on 33 broadcast programs like NFL Live and currently with NFL
game ratings from the likes of Gamespot, IGN, GamerPro and Primetime on Sunday mornings. EA also an annual runs a
respected video game blogs like Joystiq, gave Madden ’09 for Super Bowl simulation that has predicted four consecutive
the PS3 a rating of 85 out of 100. The 85 rating represents Super Bowl winners, until the Giants upset the Patriots this
the game’s highest score since Madden ’06 for the PS2 past February. Marketers have taken notice of Madden’s
achieved a score of 88 and well above the last two seasons ability to draw a sizeable and engaged audience given the
(’07: 76; ’08: 81). brand’s pervasiveness on-air and offline. For example, this
year 7-Eleven and Pepsi partnered on a retail promotion that
included Gatorade Gridiron Ice Slurpees, Madden collectors’
Added lore: “The Madden Curse” cups and the ability to pre-order and purchase Madden ’09 in
any 7-Eleven location. Other marketers who have partnered
In 1999, Electronic Arts decided to replace John Madden on with Madden include Snickers, Under Armor, Old Spice and
the cover with top NFL players. Although not every athlete Sprint. To fully leverage the Madden franchise brands must be
saw a decline in performance, the last few years have been a partner of the NFL, the exception being dynamic in-game
unkind to those players who graced the game’s cover, thus advertising which is available to most advertisers.
adding credence to the “Madden Curse.” The declines were
mostly precipitated by injury – Shawn Alexander broke his foot
in 2006, Michael Vick injured his leg in 2004 and last year
Vince Young missed significant time due to injury. After failed
attempts to secure LaDamian Tomlinson for the Madden ’09
cover, a move opposed by fans that started a website
petitioning against the decision (saveltfrommadden.com), EA
put the then-retired Brett Favre on the cover in a Green Bay
Packers jersey. The curse played out in an unusual manner
when Favre came out of retirement then traded to the New
York Jets. In response, EA created a printable cover with
Favre in a Jets jersey along with a patch to put Favre on the
Jets in the game. The curse lives on…
The inaugural MEC Interaction Madden
Challenge
In early 2006, MEC Interaction built a game studio so everyone
could experience video games and the lifestyle first-hand.
What better way to showcase both than by hosting our first
Madden-built considerations
EA’s Madden Football is an extraordinary franchise. Below
are six suggestions to consider when selecting video game
franchises to partner with, based on the Madden Model:
• If risk-averse, look to mitigate risk through known franchises
with installed bases like Madden.
• Deepen existing association with sports through video
game partnerships like any other branded league
extension on-site, on-air or online.
• Look for content areas that brands can sponsor outside
of league-managed/owned entities to align brand with
games including Madden content areas like IGN Launch
Centers, SportsGamer.com Madden Tips & Strategies
or related ESPN on-air programming.
• When committing, consider positive long-term implications
through brand equity and association. Marketers like
Pepsi, P&G and Snickers have shown what is possible
through co-marketing with a video game partner over time
by renewing, modifying and expanding programs annually.
• Innovation is necessary for brands to compete over time.
• Gamers expect more every year from Madden and other
long-running game titles. Marketers have an opportunity
to be the impetus for, and be associated with, new features
or expansions that would come at increased expense
to gamers.
In summary, Madden has found ways to create an authentic
NFL experience as a video game, living up to EA’s promise
to gamers through their tagline: “If it’s in the game, it’s in the
game.” Madden has also enjoyed the luxury of piggy-backing
on the rise of the NFL which has become the most popular Next month: Holiday gift guide
sport in the USA today.
The current positive trends of social gaming, the movement
away from sedentary video games and further expansion of
gamer demographics will continue through 2009 at minimum.
These trends reflect changes in how we use the Internet
(social networking), more attention paid to healthy living and
Contact:
developers creating more content for specifically aimed at If you would like more information
young girls, moms and seniors. As we look to capitalize on please contact:
long-term positive trends, MEC will be reaching out to clients,
developers and media companies to develop programs which Jay Krihak
Senior Partner, Group Director
will help them achieve their goals though gaming. MEC Interaction
Tel: +1 212 474 0207
jonathan.krihak@mecglobal.com
www.mecglobal.com