Electronic Arts (EA) and the NFL have announced that the Madden video game license has been renewed between both parties until 2030, continuing one of the longest partnerships between a video game publisher and non-gaming entity.
EA – who will soon be going private through an underway acquisition from various capital firms including the Saudi Arabian Public Investment Fund (PIF) – have banked a license renewal which keeps their exclusive rights to develop a game for one of the hottest global sports.
It is likely that the new owners will be delighted at the news, through the game’s sales and other revenue – notably through sale of Ultimate Team cards – Madden is a regular cash cow for the mega-publisher. In the last 2 years, EA have also brought the College Football series – including the impressive 26 iteration – back to strong sales success.
In the new deal, there are plans to develop Madden for more global audience and perhaps create a more casual game to compliment the core experience. Executive VP at the NGL, Renie Anderson said:
“Our relationship with EA will go unchanged [with the take-private,” Anderson said. “So deeper focus on football and integration, which we’re excited about, we’re going to work together to really create a football ecosystem for fans as they think about gaming. You know, Madden is a really complex game, and so working on a casual game to introduce fans here domestically as well as internationally, which also really focuses on that global growth that we have, and working as partners to help us grow the game of football.”
Cam Weber, President of EA Sports added in their own statement:
“EA Sports and the NFL have built one of the most iconic partnerships in all of sports and entertainment, and we see so much opportunity ahead to deliver for football fans everywhere,” “With more than 2 billion games of Madden NFL played each year, the global community of football fans connecting through play has never been bigger. Together with the NFL, we will continue to shape the interactive future of football – expanding Madden NFL, growing College Football, and creating new breakthrough experiences for the next generation of fans.”
It’s unlikely today’s news will surprise anyone, the Madden games have performed well for generations with EA as it’s custodian. In our review for Madden 26, we said it was “a strong entry that pushes the franchise forward”.
In the last few years, EA had lost the FIFA license following a change in direction from football (soccer’s) global governing body. EA have continued to develop football games in the form of the FC series, which many players still refer to as FIFA.
What’s your thoughts on EA retaining the license? Is it not broken, so don’t fix it? Or would you have liked to see the game enter new hands? Let us know in the comments below and stick with GSC for all your Madden and College Football news.
