MADDEN

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THIS IS FOOTBALL

THE BACKGROUND

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.

THE ASK

 

 


THE RESEARCH

For us to break the cycle of traditional Madden advertising, we first have to dig into who the typical Madden player is.

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THE ISSUE

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.


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THE OPPORTUNITY

We see an opportunity for Madden to reestablish itself one again as the emotion fueling, adrenalines rushing, connection filled gaming experience.

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We found that video games create emotional ties that span decades, through multiple phases of a gamer’s life.

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INSIGHT

Playing Madden NFL is more about camaraderie and connection than it is about football.

A game is only as good as who you play it with


STRATEGIC DIRECTION

How do we celebrate the competitive friendships madden creates?