Video
Electronic Arts Inc. should continue selling 6 million copies of its “Madden NFL” video game each year, said Michael Pachter, who covers the video game industry for Wedbush Morgan Securities Inc. in Los Angeles.
The 73-year-old Madden, who sprinkled his color commentary with words like “Boom!” and “Doink,” will remain relevant as an endorser for several more years, Pachter said.
“The bloom wont fall off the rose in a week,” Pachter said in an interview. “But the longer hes out of the television spotlight, the less impact his endorsement of the game makes. There comes a point when you are no longer relevant.”
With more than 65 million copies sold since it was released 20 years ago, it is the best-selling sports video game. Featuring top players such Brett Favre and Donovan McNabb on its cover every year, “Madden NFL” was the only Electronic Arts game in the top 10 for all of 2008.
David Tinson, a spokesman for Electronic Arts in Redwood City, California, said the companys agreement with Madden extends beyond five years. Tinson wouldnt specify terms of the agreement.
“His retirement doesnt change anything,” Tinson said in an interview. “Its a long-term deal.”
Maddens first video game out in 1989. Starting in 2006, he was replaced as “Madden NFL” color analyst by Cris Collinsworth and Tom Hammond, though Madden was still featured. Collinsworth has been tabbed by NBC Sports to replace Madden in the broadcast booth.
Four Decades
Maddens “been in football for four decades, but an entire generation of people might not even know he was an NFL coach,” Tinson said. “For many, the association is with the game and that wont change.”
Madden, who worked as a game analyst for “NBC Sunday Night Football” since 2006, has announced 11 Super Bowls and won 16 Emmy awards during his 30-year career announcing NFL games. His final game was Februarys Super Bowl, where the Pittsburgh Steelers beat the Arizona Cardinals.
Billy Pidgeon, a New York-based video game analyst for IDC, said that while Maddens football and broadcast careers were essential to landing him the initial endorsement, the product transcends who John Madden is and what his importance was to the game.
“He is the franchise, so there is some mindshare with consumers,” Pidgeon said in an interview. “People just know the game as Madden. The word is associated with the game title. It shouldnt affect sales.”
Peter Moore, president of EA Sports, said in a statement that “its been a privilege for EA Sports to have had the strong relationship weve had with John for more than two decades and one that will continue into the future.”
The barrel-chested Madden relished the blue-collar toughness of players on the offensive and defensive lines. At the same time, he was well-known for his fear of flying. He refused to travel to games on airplanes and instead got around the country on his own customized bus, known as the Madden Cruiser.
He also wrote several best-selling books, including “Hey, Wait a Minute! (I Wrote a Book!),” “One Knee Equals Two Feet (and Everything Else You Need to Know About Football),” “One Size Doesnt Fit All,” “All Madden” and a cookbook, “John Maddens Ultimate Tailgating.”
Oakland Raiders
Madden compiled a 103-32-7 coaching record with the Oakland Raiders, including seven American Football Conference Western Division titles and a victory over the Minnesota Vikings in the Super Bowl after the 1976 season.
At 33, Madden became the youngest head football coach in American Football League history when he was promoted from linebackers coach to run the team in 1969.