‘Maddenpalooza’ Headlines 20th Anniversary

As the start of the 2008 NFL season approaches in earnest, one much-awaited event remains. At 12 a.m. EST on Aug. 12, sports fans won’t have to wait any longer as they will finally have the chance to get their hands on the popular video game franchise Madden NFL 09.

Making this year’s game even more special, Electronic Arts will commemorate the 20th anniversary of Madden by celebrating its release with the biggest product launch event in its history.

“‘Maddenpalooza’ will be the single largest launch event in video game history,” said EA Sports president Peter Moore. “As we continue to extend the EA Sports brand, Madden acts as a leading vehicle to connect with our fans.”

With more than 70 million copies sold, the franchise is gearing up to put the finishing touches on its 20th anniversary release party. The launch event, “Maddenpalooza,” will celebrate its top-selling game with a fan festival featuring music, sports and gaming at the Rose Bowl in Pasadena, Calif. Launch festivities will take place on the afternoon of Aug. 11 leading up to the midnight release.

Anthony Stevenson, Senior Product Manager for Madden, explained, “We plan to pay homage to Madden’s history in a big way throughout the entire night at ‘Maddenpalooza.’ We’ll have former cover guys there to sign autographs, tons of imagery from all the old games and live musical performances from bands who have contributed to the Madden soundtrack over the years.” Headliners for the live musical performances will include Good Charlotte and Busta Rhymes.

“This event is a way to celebrate the history and future of Madden,” said Chris Erb, Director of Marketing for Electronic Arts. NFL PLAYERS Chief Operating Officer Andy Feffer agreed, adding, “The magnitude of ‘Maddenpalooza’ and the 20th anniversary of the Madden game are impressive. The fact that the Madden phenomena has grown to these proportions demonstrates the great innovation of EA Sports as an organization. We are thrilled to be partners with the leaders in the video game industry.”

The history of the Madden launch event dates back to 2006, when EA personnel began to realize that gamers were actually taking the day off from work and school in anticipation of purchasing a copy of the game.

Erb said, “With the growth of the EA Sports brand, we felt the launch of the game deserved an impact similar to that of a theatrical release.” So, in August 2006, EA trekked down to Madden, Miss. (the only town named Madden in the United States) and held an event, “Maddenoliday,” which featured retired NFL stars Jerry Rice, Marshall Faulk and Warren Moon.

“The idea was to do more to connect with our allegiance of followers,” Erb said. The Xbox-sponsored event included donations of Xbox 360 consoles to the town of Madden for everyone to get a first look at the game.


In 2007, EA took things a step further as “Maddenoliday” took place on the grandest of stages, New York City. Players and fans were able to compete against each other on the Jumbo-tron in Times Square. Not to leave any stone unturned, the midnight release of the game culminated with a countdown on the Reuters building, with New York Giants great Tiki Barber presenting the sale of the first game at a nearby Toys “R” Us.

So, how will next week’s “Maddenpalooza” top “Maddenoliday” from the previous two years?

“We want this year to be different and fresh. But most importantly, we want to get the fans more involved then ever before,” Erb said. “So, what we’ve done for the first time this year is create an interactive fan experience where the event is open to the public.”

Although the event is open to the public, there is still a bit of a VIP twist to it, as only the first 1,000 fans in line are guaranteed access. But those inside will not be disappointed—the newest version is extremely realistic, featuring authentic NFL stadiums, action shots from several angles and many added features.

Once inside, the event will include over 300 gaming kiosks, player autograph stages, the aforementioned live musical performances and even the chance to compete against NFL players on Madden NFL 09, “the best Madden to date,” according to head producer Phil Frazier. “It’s the most adaptable, visually stunning and deepest experience you’ve ever seen. I’m still amazed when I see the game in motion,” he said.

Madden fever is in full swing, and for the 20th time, there is no doubt that EA will deliver in a big way for its loyal customers. Fans have the date circled on their calendars, and don’t be surprised to see the most faithful Madden players camping out in front of the Rose Bowl. Some view it as the opportunity of a lifetime—to others, it’s simply this year’s Maddenoliday.