A new deal between EA Sports, the NFL and the NFLPA could be worth more than $2 billion. The renewal takes the Madden NFL franchise and its football simulation gameplay through 2026. The title is also seeking to leverage the game’s social media and lifestyle aspect with a new focus on expanding the football fanbase.
Along with building an esports ecosystem around Madden, EA Sports expects to work with players and the league to develop games in other genres. The games are likely to be less straight NFL gameplay and instead compete with publisher 2K, which signed a deal with the NFL for “non-simulation football game experiences.”
Madden is the ninth-best selling video game this year and has experienced 30% growth in unique players, with more than 330 million hours logged since the latest version was launched in August 2019.
