Madden NFL 13: Winning back gamers

Category: Entertainment & Sports
Brand/client: Madden NFL 13 / EA SPORTS
Lead agency: Heat
Contributing agencies: Wieden+Kennedy

State of the marketplace & brand's business

Revitalizing a veteran franchise.

Madden NFL has been a best-selling video game for two decades. In that time, the game has cemented itself in the culture of pro football. Pretty much any guy under 40 who likes pro football and likes video games has played Madden NFL at some point in his life.

But sales performance began showing signs of stagnation in recent years. Madden NFL was contending against a new breed of Goliaths: first-person shooters. Shooter game Call of Duty Modern Warfare 3, which in 2011 achieved sales of $400 million in the first 24 hours of launch, was the biggest entertainment launch of all time. (Source: NPD 2011.)