![]() The MTV-produced show, which will feature some of the most successful “Madden” gamers, the so-called “money plays” they have used to beat their opponents - which have been incorporated into the game by EA developers - and footage from “Madden NFL 08,” also will give MTV some gaming content of its own in the form the vignettes. ![]() ![]() “Madden NFL 08” is expected to be another major hit the game went on sale at midnight Tuesday, supported by a huge marketing and promotional campaign that included a concert by Ozzy Osbourne performed above the Hard Rock Cafe in New York’s Times Square. EA has sold about 60 million copies since the game series launched in 1990, generating more than $2 billion in retail sales. “Madden NFL 07” was the top-selling video game last year, with about 7.4 million copies sold in North America - 2 million of them in the first week. We’re increasingly approaching each of these relationships in a unique way, creating solutions that work for each advertising partner.” We’re breaking the mold on the very traditional way that networks promote their partnerships. “We’ve never created shortform content on our assets that then pushed to longform content on something like Xbox Live. “We’ve never distributed content this way,” said Tim Rosta, senior vp integrated marketing at MTV. The show will air next week on Xbox Live, with two- to three-minute vignettes taken from the show running on several MTV platforms and footage from the game airing on MTV’s “TRL.” MTV has produced several other shows about EA games as part of its continuing efforts to orchestrate marketing solutions for its advertisers, but this is the first one that will air on a gaming platform rather than just on MTV or its sister networks. To help promote this week’s release of Electronic Arts’ “Madden NFL 08,” MTV has produced a 20-minute show about the evolution of the game and the most successful “money plays” that have been developed by gamers during the past 17 years.
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