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Message Madden NFL Electronic Arts is a global leader in interactive games for PCs, console systems, wireless devices, and the Web. The California-based company develops, publishes, and distributes its popular sports titles, including NBA LIVE, FIFA Soccer, and Tiger Woods PGA TOUR, under the EA SPORTS label. Although EA SPORTS has enjoyed continued growth and popularity for its interactive game experiences, its football franchises - both NCAA Football and Madden NFL - have faced increasing competition by various media. EA asked IDEO to help expand the scope of Madden NFL to reinvigorate its existing fan base and attract new players. To better understand the challenges and motivations associated with football game play, the IDEO team observed the habits of wide-ranging consumers, from fantasy-football fanatics and devotees of the physical sport (who dislike videogames) to the winners of Madden NFL national tournaments and even one aficionado who developed a Web site and radio broadcast dedicated to the video game. Armed with this research, the team collaborated with EA designers, producers, and marketers to identify dozens of opportunities throughout the customer journey. They developed five customer mind-sets and dozens of related opportunity areas that helped focus ideation and concept development, including ways to reduce complexity, enhance in-game learning, and provide additional ways to win. IDEO helped define the vision for several new features in Madden NFL 09, including EA SPORTS BackTrack and EA SPORTS Rewind. BackTrack provides customized feedback, providing a chance to learn from mistakes. Players can then take what they’ve learned and run the play again with Rewind. Many of the features aimed at making the game more accessible to new players also resulted from IDEO’s work. These include an Adaptive Difficulty Engine that assesses proficiency in the core-skills areas and tailors the game to match the player’s style. A Virtual Training Center allows players to fine-tune their game in a holographic environment. Intelligent Coach Tips provide instant feedback to help people improve on the fly. “Madden is a rare sight in the videogame industry. It’s a yearly release that has managed to stay fresh and fun throughout its 20 years,” game reviewer Nate Ahearn wrote for IGN.com. “Madden NFL 09 … manages to refine the already splendidly realistic football that was seen in last year’s version, while bringing it to a new level.” Upon its release in 2008, EA touted Madden NFL 09 as “the most authentic and adaptable game in sports video game history.” Between its August 12 launch and September 1, Madden had $133.5 million in retail sales, or roughly 6 percent more than the previous version managed in its first month, EA said. The Madden NFL franchise boasts more than 75 million units sold and more than $2 billion in lifetime revenue. http://www.ideo.com/work/madden-nfl/