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TVTranscript
00:00Hi everyone, welcome to John Madden Football.
00:06It all began with one man.
00:08If it had been anybody other than Tripp working on it,
00:12it would have been killed, but it was really his baby.
00:15And impressing the name of the game was more than tough.
00:18He already thought we were dweebs, and he looked at it and he went,
00:21where's all the guys?
00:22Some of this I can't say for family consumption, but he said,
00:26that's not an effing goal line play, that is, and we were like, oh no.
00:31Times weren't always filled with glory.
00:33So as EASN started taking off, it wasn't very long,
00:36maybe a year, a year and a half, two years max,
00:39but ESPN came knocking on the door and we were like, uh-oh.
00:44They were ahead of their time and created a legend.
00:47E-A, it's in the game.
00:52Just being able to sit there and play against another person,
00:55talk some trash.
00:57To say the least, it's set a standard.
00:59You cannot deny the impact that Madden has had on this industry.
01:03This is the story behind the longest running sports game franchise.
01:08It's the story of John Madden Football.
01:11And he's in for the story.
01:13That is big time football.
01:32It all begins in 1982 in San Mateo, California,
01:36when Bing Gordon and Trip Hawkins form a brand new video game company called Electronic Arts.
01:40Back then, for about five years, we were always out of money.
01:45We had kind of, you know, no secretaries and kind of $80 limits on hotel rooms where we were.
01:51The sports video game genre is still in its adolescence.
01:55In the evolutionary scale, you have Ten Yard Fight, the Nintendo Classic,
01:59which, God, think back to it now, and it's like there are no plays to call.
02:03You know, you're constantly running and pretty much just throwing the ball
02:06and hoping to make it through without the tacklers coming on.
02:09And then, of course, there's Tecmo Bowl, which is definitely a classic.
02:14And I think for many people, it's considered the first real football game.
02:21EA begins development on their very first sports title.
02:25The first sports game we ever did was Dr. J and Larry Bird go one-on-one.
02:29So we decided back then, we were kind of hardcore sports fans,
02:33that the sports game really needed to reflect the real guys.
02:38A relationship with a football legend begins to bloom, and his name is John Madden.
02:43He was local at the time in Oakland area and the Bay area in California.
02:47It was like a two-day train ride where Trip went with him and sat with him
02:50and kind of picked his brain about football for two straight days.
02:53Madden climbs on board with the project and lends his full support to the team at EA.
02:57He gave us all his playbooks.
03:01Those were really cool.
03:03What really had been up until that time a real arcade-y kids kind of thing.
03:09And all of a sudden, we've got real NFL coaches' playbooks
03:12and real information about the roster of NFL teams
03:15and gave us pros and cons for each team.
03:18John Madden is considered one of the game's foremost experts
03:21when it comes to analyzing and breaking down plays.
03:24Making the game look realistic is a priority.
03:26I remember when we first started, we always wanted the game, the video game,
03:34to look like it does on television.
03:36You know, that was one of my goals.
03:39The goal was to have it so a kid who didn't know football
03:42but was really good with his hands, and a dad who knew football
03:46and couldn't hold a Sega control pad could compete.
03:50that the dad could call to play and say hike and do nothing,
03:53and that a kid could try to make up for it.
03:57After a few months of hard work, John Madden football is ready for approval.
04:02We went back to Madden after signing the deal and said,
04:04Hey coach, here it is.
04:06It's cool, eh?
04:08When he finally saw the first build, it was at this big marketing meeting.
04:13And the guys at EA are in for a big surprise.
04:15We were real nervous and I was downstairs outside, you know,
04:18in a little loft in the south of the market waiting for John to show up.
04:23And, you know, he pulls up in a big limo.
04:25He was real massive and he was pretty surly.
04:28He hadn't been out of coaching that long,
04:30and some of his finer social skills still probably were yet to be developed,
04:34you know, from the television announcing and stuff.
04:37And he came on and he sat down and he looked at what we had,
04:41and he was chomping on a big cigar.
04:44And he leaned back and he goes,
04:46Is that supposed to be a goal line play?
04:48And we said, Yeah.
04:49And he goes,
04:50Some of this I can't say for family consumption,
04:53but he said, That's not an effing goal line play.
04:56That is a...
04:57And we were like, Oh no.
04:59That's not all he's unhappy about.
05:01Madden thinks the game doesn't look or feel realistic enough either.
05:04He expected to see like an NFL video, you know,
05:07not little pixely guys with, you know, blue or red heads.
05:11He already thought we were dweezes.
05:12And he looked at it and he went,
05:14Where's all the guys?
05:16He said, Seven on each team.
05:19There's 14 players running around.
05:22And look at this and you can create your own plays.
05:24And he goes, No.
05:26He said, That's not football.
05:27He says, That's not Madden football.
05:29Seven on seven football is not Madden football.
05:31Get out of here.
05:32And using the John Madden name means using John Madden to implement.
05:35It was always very important to Coach Madden that it was a real football game.
05:38John always wanted it to be 11 on 11,
05:39because if it wasn't, it wouldn't be real football.
05:41The guys went back from that, rolling their eyes, going,
05:44Geez, you know, I don't know if we're going to be able to do this.
05:46It was really hard to get that many guys going with the technology that existed at the time.
05:52The boys dragged themselves back to the drawing board.
05:55So it took us two more years to actually build a football game that reflected what Madden believed in,
06:01with field position, types of field conditions, and playbooks that reflected one-on-one matchups.
06:08And spearheading the project is EA President Tripp Hawkins.
06:12Tripp is kind of the Bill Gates of the story.
06:16He's an awesome visionary, great guy, and his passion for sports and football went on for so many years
06:22that I think there was a lot of people who just didn't know what to think about it.
06:27Finally, after years of toiling with the technology, John Madden football is ready.
06:32And for this young company, it's a labor of love.
06:34If it had been anybody other than Tripp working on it, it would have been killed.
06:39But it was really his baby, and it went through a lot of different personnel.
06:43Tripp was always involved, and eventually the first Madden got done.
06:47In 1989, the first Madden games released for the Apple II.
06:52It's an instant success.
06:54Everybody was happy and breathed a sigh of relief when it finally got done and got out.
06:58The fact that it actually did pretty good may have surprised some people, but it sure didn't surprise Tripp.
07:05It was one of the first 11-on-11 experiences, and it also had a play editor, which was kind
07:09of fun even back then.
07:11And the 11-on-11 gameplay Madden himself rallies for is something people have never seen before.
07:16On the original systems, it was very challenging.
07:18I mean, these were systems that were, by today's standards, you couldn't run a calculator with these systems.
07:24It was a big challenge back then.
07:28In 1990, Madden releases his first console game for the Sega Genesis.
07:33And fans couldn't be happier.
07:36Even though it was in its barest, most infantile form, it's still got everything that just carried on and made
07:43the series great today.
07:44I mean, they came up with their interface, the way they handled passing, play calling, everything.
07:48I mean, you can look back on that basic game, and it's all there.
07:50What did you do?
07:52I said, well, we've got to do football, we've got to do hockey, because we had some experience in that.
07:56And we got started.
07:58The EA Sports brand is born, and its anchor is the Madden football franchise.
08:03Soon enough, the two will become synonymous.
08:13The success of John Madden puts EA on the map, and continues to raise the bar with new features that
08:18add to a more realistic experience.
08:21And with Madden 92 comes the EASN, the Electronic Arts Sports Network.
08:26We conceived a sports brand very similar to ESPN. The lettering actually looked very similar. It was slanted.
08:34We also emulated graphically the announcers at the time. We did, you know, half-time stats. We were just scrolling
08:41text.
08:42You know, but like, it made it seem like there were other games in progress at half-time.
08:46So far, the series seems to be a success, but the next installment really becomes a fan favorite.
08:52Where we really started to see Madden takeoff was Madden 93, on the sake of Genesis.
08:57It's simple stuff like, you know, catching a jumping touchdown catch when somebody else dove in front of you and,
09:02you know,
09:02and they're left on the ground and you go running.
09:04Stuff like that, just the rewarding head-to-head experience.
09:07It all comes down to details.
09:10On the Genesis, what we do is we bring in, like, kind of gimmicky things like the ambulance.
09:15Just great gameplay.
09:16You're looking at teams like the Bears, the Eagles, great teams to play with, the Cowboys, the 49ers.
09:22You know, just having a blast around playing those games 12 hours of the night.
09:26And EASN gets busted by ESPN, a 24-hour sports cable network.
09:31So as EASN started taking off, it wasn't very long, maybe a year, a year and a half, two years
09:37max.
09:38But ESPN came knocking on our door and we're like, uh-oh.
09:43ESPN accuses EA of copying the look and style of the network.
09:46At the time, we're still small, you know, ESPN is this big, huge, you know, network thing.
09:51And we're like, oh, no, what have I done?
09:54They didn't sue us, but they threatened action because, you know, trademark infringed.
09:59They thought the logo looked too similar, the announcers looked too similar.
10:03It was a sports network. The whole thing was getting them uptight.
10:06So the two come to an agreement.
10:08So we negotiated and they made it worth our while to stop being EASN.
10:12We negotiated a settlement whereby we would change our names and they were going to give us free television airtime
10:19for commercials.
10:21So EASN became EA Sports.
10:25Madden 94 marks the debut for the tag in the game.
10:29Other additions include real NFL teams and four-way play on the Genesis version.
10:33Madden 94, I believe, was one of the first ones where you had the 3D camera system where you could
10:38actually pan around a player and view it from different angles.
10:43And it creates a little bit better visualization of the field and it just helps the gameplay.
10:47Madden 94 provides the complete experience with enhanced gameplay.
10:52Interceptions!
10:53Options.
10:56Presentation.
10:58And music.
11:05John Madden's move from CBS to the Fox Broadcasting booth is reflected in the next game, Madden 95.
11:10But the most striking gameplay change is the windowless passing option.
11:14We took those windows off and it was like, oh my god, you can still see the guys running down
11:17the field.
11:17Come open in a zone when they beat their man on a man-to-man coverage and you can throw
11:21the ball.
11:24The seemingly unstoppable Madden franchise and the mighty EA Sports production and marketing arms are challenged yet again.
11:32In 1995, Sony Computer Entertainment introduces the PlayStation, a brand new console.
11:38Eager to capitalize on this new hardware, EA goes to work.
11:42The developer, Visual Concepts, is hired to create the game, but the design team at EA is unhappy.
11:48Group out in California was working on it, not Tiburon, and it went on forever.
11:53Meanwhile, Sony begins work on their own football game, NFL Game Day.
11:57EA Sports was very vulnerable on the new platform because they hadn't made the commitment to PlayStation that we had.
12:02For us, it was PlayStation must win or we're all out of work.
12:05It was very simple.
12:07And for EA, a lot of people believed Sega Saturn was more likely to be a successful platform.
12:13Well, they were wrong.
12:17Game Day gives Madden a run for its money.
12:19It offers a new look with new technology.
12:21That's exactly what gamers are looking for.
12:24Our first game day was a sprite-based, really 3D environments with overly sprite characters, as was Madden.
12:30So we had the market to ourselves that first year, and that really allowed us to establish a sports plan
12:36for us.
12:37You had to stay with the technology curve.
12:41Game day surpassed them, especially in the 3D stuff.
12:45Madden got caught with an old engine, tried to catch up, and missed the boat.
12:52Madden 96 doesn't ship, and EA loses millions of dollars in development money.
12:56But they learn a valuable lesson.
12:57Game day made them go back to the drawing board, look at the technology.
13:01They had probably gotten a little lazy reusing the same engine.
13:05But that's the transition going to a new platform.
13:07You don't know what to expect.
13:08You don't know what you're going to be doing.
13:09And we really just didn't know what we were doing at the time.
13:12The missing year, that was a leap year, I think.
13:15That was a pretty brutal time for the Madden franchise, and I know some guys lost their jobs over that
13:22one.
13:23EA comes through the following year and releases Madden 97.
13:26They finally get the chance to go head-to-head with Sony on the PlayStation platform.
13:31Took a year to regroup, had Tiburon do the code and do the game, and the game was great.
13:35Tiburon, a company based in Florida, takes over the development of the Madden franchise.
13:40I think when we first did Madden 97, we did it with a skeleton team.
13:43We had maybe 12 people total working on the product.
13:45EA did come out with a Madden game.
13:47And it's good.
13:48We came out with a game day.
13:49It was pretty nip and tuck. They outsold us.
13:52But that was Madden, and it had a tremendous following.
13:54It legitimized the platform. PlayStation went through the roof.
13:58Touchdown!
14:00Hi, I'm John Madden.
14:01The next year, Madden 98 succumbs to the competition.
14:05Incomplete.
14:05In the third year, we made a very bold move.
14:08We took game day and we went all polygonal.
14:11That was the one year that we actually outsold Madden.
14:14And I think it shook Electronic Arts to the core, the fact that they could be beat.
14:18And at that point, there was a perception that you could never beat EA in any of their sports.
14:22The rivalry gets ugly.
14:24Kelly Flock from Sony's 989 Sports Studios goes public with his gripes about the competition.
14:29And it's all on record.
14:30I did an interview for Next Gen.
14:31They asked me questions and I told them what I thought.
14:33They were making claims as to why their game was technically superior.
14:37And they were talking a lot about this feature they had in the game called Liquid AI.
14:41Which, as far as we could tell, meant nothing.
14:44Based on the reaction when they saw the polygonal game day, we said Liquid AI was what was running down
14:50their legs after they saw our game.
14:53And it was a good one line.
14:55EA lets Madden 99 speak for them.
14:57The weaknesses in the 98 version are addressed.
15:00And the result is stunning.
15:01Madden outsells Sony's NFL game day.
15:04We went polygonal that year, so graphic, there was a big visual upgrade.
15:08Then NFL 99 also introduced a franchise mode.
15:10You draft players, trade, you can sign free agents, et cetera, et cetera.
15:14By the end of the decade, the Madden franchise generates revenues of 80 million dollars.
15:18And EA Sports increases its share of the sports game market to 58%.
15:23Madden reclaims their spot at the top of the sports gaming genre.
15:26But EA's biggest challenge is yet to come.
15:32Hey, you want big time football? The hit, the boom, the doink, the whap, it's all here.
15:39Let's take a look at this on replay.
15:41When you see Madden PS2 played on a TV, you may think it's a televised game, depending on what you're
15:45looking at.
15:45With the throw.
15:47Owen with the reception.
15:502000, Sony introduces a new system, the PlayStation 2, a follow-up to the wildly successful PlayStation.
15:55And EA is all over it.
15:57PlayStation 2, you brought in muscle texture, you brought in real player faces, you brought in real grass textures.
16:02You brought in, you know, so many things that you just never even thought of in a video game before.
16:06But it's second nature to watching it on TV, to the point where you may think it's a televised game.
16:10The rush is on.
16:13And hands it off.
16:15Touchdown Raven.
16:17Electronic Arts and Tiberon, we really focused on PlayStation 2.
16:21We had our best and brightest folks working on it for probably two years before the game shipped.
16:25And they went and they made an engine and made a game that really was everything we wanted it to
16:29be.
16:30We sat around in a room for a week, trying to figure out what would we want the ultimate Madden
16:34to be.
16:35Have those two outside guys, instead of run a streak, have them run post, double post.
16:38Post, D post, like that?
16:40Yeah, right, yeah.
16:41And PlayStation 2 Madden of 2001 was probably yet at the time.
16:44We came to E3 with something that was just visually stunning.
16:47And that was also, you know, one of the best kind of moments, you know, in the franchise,
16:51is just going there with something just, you know, eye dropping.
16:57The new game includes features that give gamers more options and gameplay.
17:01It's closer to TV broadcast quality, with more intricate commentary and color analysis.
17:06He throws a bullet, but it falls incomplete.
17:09That pass was thrown with so much velocity on it, that the receiver never caught up with it.
17:15PlayStation 2, we really started to see the swappable parts with elbow pads and gloves and different types of face
17:21masks.
17:21You know, over the years, we've really kind of gotten into the more and more visuals that separate Madden from
17:27year to year.
17:36We wanted realistic player faces, and we sort of halfway got there, and we've kind of improved on that every
17:40year.
17:41But once you start being able to zoom in on the faces, you need to see them blink.
17:44You need to see their eyes move.
17:45You need to see articulated fingers.
17:47I mean, just the level of detail just kind of snowballed as we kind of delved into the nuances of
17:51the game.
17:52Yeah, the game isn't over yet.
17:54Here comes SEGA.
17:57Really, the competition has come from the SEGA Sports franchise and the NFL 2K series.
18:01The SEGA football game is real strong.
18:04And I know that it surprised EA.
18:06Really, what it comes down to for most gamers, though, is preference.
18:09And even SEGA will admit, though, Madden set the standard.
18:12If EA Sports and John Madden football had never existed, SEGA Sports' NFL 2K series wouldn't even be a reality.
18:22Although SEGA makes a great game, Madden remains a fan favorite.
18:27The teams at EA and Tiburon work diligently to keep the game fresh and current.
18:31The stat was Madden has been the top five games every year for the last, you know, five or ten
18:36years in terms of sales.
18:37A remarkable touchdown play.
18:39Yeah, everything seems to go right on that one.
18:41It's a challenging one, so our attitude has always been we can't be complacent.
18:44And really taking that attitude in terms of, you know, looking at the competition, looking at the trend,
18:48and really focusing on, you know, what are the two or three or four big things that we can add
18:52every year
18:53that will make this game feel like a must-purchase.
18:56The most recent version of Madden is considered the best in the franchise and the industry.
19:00A tremendous guy.
19:02It builds on everything we've done over the last, you know, seven or eight years as a company,
19:06and we can even add to it, so it should have the best game play.
19:09And it's complete.
19:10The most features this year, we had the mini-camp, we had the play editor, and we have the online.
19:14And just when you think things can't get any better, along comes online.
19:20Online is one of our coolest features in MEN NFL 2003, taking that level of technology and using internet connections.
19:27And playing with somebody, you know, your college friends from two or three years ago when you graduated or whatever,
19:32that's just kind of an exciting part, and I think that part can continue to grow and grow.
19:35No video game has endured the test of time, economics, and fickle gamers better than Madden Football.
19:41It not only grows with the times, but it's often ahead of them.
19:44And luckily for us, we'll be playing Madden for many years to come.
19:50The John Madden name is synonymous with video game football.
19:55He's an icon, a sports icon that is, you know, hip with the kids, so to speak.
19:59I'll be associated with it as long as it's pro football.
20:03The Madden franchise is really special because it's about sports, it's about real life,
20:08it's about content that's kind of constantly changing year after year.
20:11There's new stories every year in the NFL.
20:13As the game changes, we just change with it, and the game changes every year.
20:21EA Sports has found ways to make the series just better.
20:24It's kept evolving and improving.
20:30You know, we're always walking that fine line between fun and realism.
20:34And he's in for the score.
20:36The quarterback knew that he had to make that pass perfect, and he got the job done on that one.
20:41You know, our goal is to always make it fun.
20:45This game really almost fully realizes everything we ever envisioned or thought that we could do.
20:52I mean, there's times when I walk by the game and I think it's, you know, live TV.
20:57And that was always, you know, our number one goal.
21:00And we have to get better every year, and we do that.
21:05Boom!
21:05Now that is what football's all about.
21:08We are starting out.
21:08That was a lot longer than the game.
21:08So, I think it's, we've come a long way.
21:11We're right.
21:13We're right.
21:15Alright.
21:19Alright.
21:26Alright.
21:27Alright.
21:27Bye.
21:28Bye.
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