Sumner Payne
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MADDEN

 
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BRAND

Madden NFL has been a mainstay in American sports culture throughout the game’s 30-year history. Released annually by EA Sports, Madden is the strategic NFL proving ground empowering players to achieve their gridiron greatness through the decisions they make and their skills on the sticks. 

PROBLEM

The power of the brand no longer prevails over a lackluster product; Madden has become the Oldsmobile of sports video games. Predictable at best, boring and complicated at worst, it’s alienated both veteran players and new prospects alike


CHALLENGE

Restore Madden to its former glory by elevating the strategic essence of the game that once made it so thrilling to play. 

TARGET AUDIENCE

Teen athletes. Gamers. Rookies. Football fans. Regardless of their level, these competitive achievers live to win but still have more to learn about the art and science of the game.

 

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Madden players have a 60% higher football IQ than the average football fan

RESEARCH

Studies show that NFL fans who play Madden regularly have a 60% higher football IQ than the average football fan. But the implications are more far-reaching: the video game is cultivating a generation of smarter athletes. We uncovered that players – and even NFL pros - are leveraging strategic skills learned in Madden to execute ever-more sophisticated plays on the field, changing the game of football itself. It’s called the Madden Effect.

Video games are creating smarter youth football players
— Washington Post
How video games are helping NFL stars train
— Men's Journal

INSIGHT

It's one thing to suggest that video games are making us smarter; it's another thing entirely to say they might be making us better athletes. 

 
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STRATEGY: REFRAME FOOTBALL AS A GAME OF MENTAL TOUGHNESS OVER BRUTE FORCE

  • Madden is a catalyst for mastering the “mind game” and gaining a competitive edge – on the sticks or the field
  • Give the brand new relevance to live football by showing how mastery of football knowledge in Madden transcends the virtual game into real life– whether you’re an athlete or a fan

 


CREATIVE PLATFORM

***WIP