EA SPORTS Ready to Launch Madden NFL 11 with Madden Gras Celebration

Expansive Marketing Campaign Features New Advertising and Made-for-TV Shows That Reinforce New Game Enhancements; Game On-Sale August 10.

As fans eagerly await the arrival of Madden NFL 11, Electronic Arts Inc., will be marking the launch of the 22nd edition of the game on August 9th with a Mardi Gras-themed event in New Orleans, entitled Madden Gras. As part of the event, EA SPORTS Orlando-based Tiburon studio, which develops the game, will make a $100,000 donation to the National Wildlife Federation to assist in the Gulf Coast oil spill relief and wetlands restoration efforts.

Madden Gras, represents one integral component of a broader marketing campaign in support of Madden NFL 11 that also includes television and online advertising, the Madden NFL 11 Pigskin Pro-Am (airing on NBC on August 8), and a behind-the-scenes show chronicling the “Making of Madden NFL” airing on NFL Network on August 10.

“New Orleans is the perfect setting for Madden NFL fans to celebrate one of the most anticipated gaming events of the year in the launch of Madden NFL 11 and we’re honored to give back to the region through this donation to the National Wildlife Federation,” said Tom Goedde, Vice President of Marketing for EA SPORTS. “The integrated marketing campaign brings Madden to the People via dozens of touch points, leveraging the strength of a break-through feature set and the cultural significance of this franchise.”

Marketing extensions in support of Madden NFL 11 reinforce key game enhancements, targeted at hardcore and casual gamers alike. Madden NFL 11 is SIMPLER, featuring the all-new GameFlow system that condenses team playbooks based on authentic situational game plans; QUICKER, enabling players to complete a FULL game in HALF the time; and DEEPER, providing enhanced online functionality, as well as new broadcast and audio presentation.

Madden NFL 11 in Stores on August 10:
Madden NFL 11 launches nationwide on Tuesday, August 10 and redefines the way you experience the game of football.

  • SIMPLER: From 350 plays down to 1, the all-new GameFlow system puts you in the helmet of an NFL quarterback to execute an authentic, situational game plan, one play at a time.
  • QUICKER: With 60-minute game times reduced to as little as 30 minutes, spend more time on the field and less in the playbook. FULL games, HALF the time.
  • DEEPER: Madden NFL 11 is feature-rich including all-new 3-on-3 Online Team Play, improved animations, more intuitive controls, and Madden NFL Ultimate Team, all to the play-by-play of the most exciting voice in sports, Gus Johnson.

Madden NFL 11 will feature Online Pass, a one-time use registration code with each Xbox 360 and PlayStation 3 copy sold new at retail which allows access to online services and features – including online multiplayer modes, such as Head-to-Head, Team Play, and Online Franchise, as well as 50 bonus scouting reports for use in head-to-head online games.

Madden NFL 11 is available on the Xbox 360 video game system from Microsoft, PlayStation 2 and PlayStation 3, Wii, and PSP (PlayStation Portable) handheld entertainment system. Simultaneous mobile releases of Madden NFL 11 will be available for iPad, iPod touch and feature phones. A version for Android™ phones will be available later in the year.

Madden NFL 11 is developed in Orlando, Florida by the EA Tiburon studio, which also produces NCAA Football, Tiger Woods PGA TOUR, and EA SPORTS MMA.

For more information about Madden NFL 11 please visit maddenNFL.easports.com. For pack art and screenshot assets from Madden NFL 11 please visit http://info.ea.com.


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