SBJ/April 28-May 4/Marketing and Sponsorship

EA Sports to begin push for ‘Madden’

EA Sports is expected this week to begin the marketing cycle for “Madden NFL 15.”

The game developer is planning a series of announcements, including the beginning of a cover vote for the game around the start of the NFL draft May 8, and the title’s expected retail release Aug. 28, according to industry sources.

EA Sports traditionally has initiated its marketing endeavors for the forthcoming edition of “Madden NFL” in March and early April, but delayed those activities this year to be closer to the NFL draft and align with the league’s new offseason schedule, as well as provide additional time after the November debut of next-generation gaming consoles from both Microsoft and Sony. EA Sports developed versions of “Madden NFL 25” for both the PlayStation 4 and Xbox One, with late fall releases trailing the traditional late-August release for legacy consoles.

Company officials declined to comment. EA Sports President Andrew Wilson said in January during a corporate earnings call that the company has multiple new games in development with the NFL, including the next “Madden NFL,” and still has a “number of years left” on its exclusive console license with the league, refuting industry speculation that its football contracts were coming to an end. The company will make its next earnings report May 6.

EA Sports used “Madden NFL 25” last year as a means to help celebrate the 25th anniversary of what has traditionally been the best-selling sports video game title in the U.S.


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