THIS IS FOOTBALL
For decades the Madden franchise has captivated audiences and ruled the sports gaming landscape with an iron fist. Having been a top 5 title annually for the better part of two decades, time and time again Madden has amassed great sales numbers along with leaving a trail of fallen rival titles in its wake.
How do we reignite interest in a legendary but tired brand?
Develop campaigns targeting both the launch and holiday seasons
For me to break the cycle of traditional Madden advertising, I first had to dig into who the typical Madden player is and their relationship with video games.
In recent years for many gamers, the franchise has become “stale, sleepy and emotionless”. Too often referred to as a “yearly roster update”, the negative connotation of the title continue to rise while year-end sales and interest fall.
On top of all this, controversial issues surrounding the NFL have only made matters worse. Putting Madden in a position in which the typical testosterone filled advertisements no longer land and lack the ability to stand out in the sports video game world the way it use to.
We see an opportunity for Madden to reestablish itself one again as the emotion fueling, adrenalines rushing, competitive, connection filled gaming experience.
We found that video games create emotional ties that span decades, through multiple phases of a gamer’s life.