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SBD/Issue 232/Sports Media
Madden Not Regretting Retirement, Still Focusing On Football
Published August 20, 2009
|Madden Says He Has Yet To Feel
Full Effects Of His Retirement
I AM THE GAME: Madden, as has been his custom, consulted with EA on high-level strategic elements and the overall look of the namesake videogame, delving into particularities such as quarterback drops and the emergence of the Wildcat offensive set. But he remains uninvolved when it comes to business, marketing or technological elements of the game. “What I’m after is the overall look and the realism of the game, the way it plays. Does it reflect the current reality of the NFL? And I think we’ve done some really good things on the [quarterback] drops, how running backs finish runs, the gang tackling.” Meanwhile, EA Sports today will release results from its second annual survey of football fan intelligence in partnership with the Univ. of Oregon’s Warsaw Sports Marketing Center. And once again, the research showed players of “Madden” are demonstrably more versed in the strategy, rules, history and business of football. The latest survey, polling more than 9,000 players of “Madden” and football fans at large, also indicated “Madden” players are roughly three times as likely to consume at least 16 hours of NFL-related programming per week during the football season compared to non-players of the game, and are nearly four times as likely to not let other events interfere with watching a particular NFL game. “This is not surprising,” Madden said. “We’ve been around the game for a long time, and have been the No. 1 [sports] game [in the U.S.] for a long time. There’s a cultural resonance there, and we’re definitely a big part of building a deeper and more passionate fan.”