EA Sports' Madden NFL 10 launches at 12:01AM on August 14, and retailers nationwide are getting ready for midnight openings. Madden is one of those few properties in the video game industry that consistently has a huge following, even among people who only buy a small handful of titles all year. The annual Madden launch truly is an event unto itself.
Walmart called it "one of the biggest video game releases of the year," and the retailer is now prepping over 2,500 24-hour stores for the midnight release. Walmart is also trying to take advantage of the "Madden madness" by adding celebrity advice on its website for how to challenge opponents, introducing special offers, and somewhat comically, the retailer has also decided to cut prices on flower bouquets "to help guys smooth things over with their loved ones once 'Madden madness' strikes."
Walmart has created dedicated micro site at www.walmart.com/madden, which will feature "inspiration" from current and former NFL players and celebrities. The company also partnered with Gillette and EA to offer a limited edition Gillette Fusion NFL razor, available only at Walmart in a featured store area; it comes with a custom handle of favorite team logos and a code to download a Mini Madden Strategy Guide.
EA Sports President Peter Moore recently said that pre-sales for the latest Madden have been tracking ahead of last year's edition. Moore said the metrics on the title appear to be "very, very strong."
