Madden Football

Historical content

Madden is one of the best selling video game of all time. Ranking as top 5 selling title in North America for 18 years straight, the annual console game launch has been widely celebrated as un underlying moment to the start of the new NFL season. 

The challenge

The heavy players say: “You hear Madden and you know exactly what it is - a game for bros and jocks. It’s sleepy, there is no energy, no emotional inspiration and it has lost its soul and identity that once made the brand great”. The light/lapsed player think that Madden is too complex and too strategy focused. As a result the game sales are flat.



The research

While some people may see Madden as a boring game because of its complexity and excessive focus on startegy, the research shows that there is an audience that would enjoy and benefit from such characteristics: Pop Warner Little Scholars.

In the US there are 1.23 M youth football player, and since the vast majority of Madden’s players are above 18, it’s accurate to think that Pop Warner represent a huge opportunity.

Unfortunately 62% of parents say that video games have no effect on their children one way or the other, compared with 13% of parents who say that video games have a negative influence on they children and 19% that say video games have a positive influence.

The strategy

We want to talk to youth football players’ parents and remind them that Madden is as important as the helmet and the playbook. We want parents to change prospective on Madden and to start thinking that Madden will help improve their kid’s performances in the field.

The insight

Madden: it’s more than a video game. It’s a learning tool.