Tuesday, August 22, 2006
Tuesday, August 22, 2006 Last year's version became the top-selling video game in the United States. PHILADELPHIA INQUIRER Video gamers young and old descended on stores across the nation today as "Madden NFL 07" hit the shelves. It's the 17th version of the best-selling football series known for its impressive resemblance to the real game. The release date every year sparks a frenzy that resembles the release of a "Harry Potter" book or "Star Wars" movie. Madden ceased to be just a game years ago. "Madden NFL 06" brought in $289 million as of June, making it the top-selling video game domestically. By comparison, box-office receipts for "Star Wars: Revenge of the Sith," last year's top film, were $380 million. "I don't think it's an understatement to call Madden the King Kong of video games," said Scott Steinberg, managing director of Multimedia Consultants, a Georgia firm that works with game developers and publishers around the globe. "Not only is it EA's [Electronic Arts'] flagship title, but it is the benchmark to which all other game titles are compared for the holiday season." The game, named after the perpetually popular John Madden, the former Oakland Raiders coach and longtime TV analyst, has a rabid following. Leagues for the game number in the thousands, Web sites run radio call-in shows, and tournament winners can take home as much as $100,000 in a national championship. Profits It's been a huge money-maker for Madden and the NFL as well. Though EA does not disclose figures for endorsement contracts, video-game industry analyst Michael Pachter guesses that Madden receives $1 to $2 per game sold and that the NFL could earn as much as $8 to $10 per game. Madden NFL 06 has sold 6.2 million copies through June. The Madden franchise almost didn't happen. Madden's insistence on using 11 players on offense and defense, the same as NFL rules, set the game's debut back two years, to 1989. EA had proposed just seven players. Madden has since continued to hold the game's developers to the same high standards that he was known for as a coach. His involvement has created an impassioned following. This year, Seattle Seahawks running back Sean Alexander is featured on the coveted cover. Philadelphia Eagles quarterback Donovan McNabb was on last year's cover. EA officials know the pressure is on, not only from a rabid fan base expecting constant game enhancements, but also from the debate swirling around the publisher's big acquisition last year of exclusive rights to NFL properties in video games. Simply put, EA sacked all other game developers' football plans for a permanent loss. No NFL players' names or stadium names — not even the cheerleaders — can be used in other video games. Nothing. Will Kensler, who runs one of the largest Madden fan Web sites (www.maddennation.com), thinks the loss of such video-game football properties as Visual Concepts' NFL 2K will be discussed in some circles for a while, but Madden will continue its reign at the top regardless. "Look, insofar as how the exclusivity affects EA, I don't think they really worry about it too much," Kensler said. "I think they've always worried more about the Madden community and making them happy. I mean, if you don't like 'Madden NFL 07,' let's say, you can always keep playing '06' and update the rosters and other stuff yourself. They have to make these games better every year." What's new So what's new this year? Improved running-game mechanics — the game has often been accused of offering a lot of passing options — additional player ratings, and an enhanced Hall of Fame mode where gamers can create players from scratch and, hopefully, get them fitted for one of those famed yellow jackets. Other special features will come when Sony's new Playstation 3 and Nintendo's Wii hit shelves in the fall. A Madden mobile phone game will debut this year, too. In honor of Madden's induction into the Hall of Fame this year, the Xbox 360 and Playstation 2 game consoles will have special $60 Hall of Fame editions with a documentary on Madden and a featurette, "Inside Madden Studios." Regular versions will cost $50.