Longtime NFL broadcaster John Madden retired today, but Electronic Arts said it will keep him as the lead celebrity on its top-selling game, Madden NFL Football.
The 73-year-old Madden will step away from his announcer’s role immediately. The former coach of the Oakland Raiders became legendary for his instant analysis during games and his sense of humor.
EA founder Trip Hawkins signed up Madden in 1984 and the first game came out on the Apple II in 1988. More than 20 years later, EA has made more than 100 versions of the game. The move was one of the best that Madden ever made, since it cemented his place in mass culture.
Madden is the cash cow for EA Sports because football game fans come back every year to get a new version of the game, with updated player rosters and new features. The revenues are as close to an annuity as any company can get in the hit-driven game business. Some viewed the Madden license as important as the NFL license that EA has.
EA Sports chief Peter Moore said EA would keep the Madden name in its game. EA last signed a contract with Madden in 2005. The next game is coming out on August 14.
“We’re excited to see his legacy live on in the 21st year of Madden NFL football, and well beyond,” Moore said. “It’s been a privilege for EA Sports to have had the strong relationship we’ve had with John for more than two decades and one that will continue into the future.”