As if a video game for the most popular sport in the United States needs any marketing.

"I don't want to give the exact number, but we did decide to spend even more this year than we ever have before, because of the NFL lockout. We invested in the belief that there was going to be a season, even though nobody knew for sure," said Anthony Stevenson, director of marketing for Madden. "We have a TV budget in partnership with various companies like Wal-Mart and others. We were surprised that nobody was really that concerned about spending on Madden. They believed in Madden, and believed there would be a season."

Something tells me that Madden would have sold just as well if there wasn't an NFL season. The void would have to be filled somehow, and what would be a better way than to play a football game?

The future of the series itself looks bright, as Stevenson praises the install base behind Madden.

"With online communities, we changed the way fans and friends play online. We will continue to innovate with the technology. We are really fortunate to have the fans we do, and the growth of the NFL as a sport means there are more new fans to reach, and we'll look for more ways to reach them. At some point new consoles will come out and we'll get to harness that power. As technology evolves, we'll evolve with it," he said.

Check out our Madden NFL 12 review here.

via Industry Gamers

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