The new producer for EA's upcoming Madden 2009 is prepared to make quite a few necessary changes to the upcoming versions.
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Steve Wysowski from XboxFocus.com writes:

"Even though I hate the players that perform them (T.O., I'm looking at you) I have to admit, seeing a good TD celebration in an NFL game always brings a smile. Well for those love them like myself, you're in for a treat. According to the Gamespot blog, the upcoming Madden 2009, players will be able to control their players after touchdowns to create their own dance routines and celebration. While it's not much of an addition, and information hasn't been released in regards to the actual controls the feature will possess, it is something to look foward to. Let's hope Madden 2009 will bring improvements to the gameplay we really care about though: the game played on the field."
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Electronic Arts today announced that Madden NFL '09, the latest edition of the best-selling football game franchise, will ship to retailers on August 12 for every platform under the sun, including the Xbox 360, PS2, PlayStation 3, Wii, Nintendo DS, and PSP.
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Examiner: During their conference call regarding the first-half fiscal period of 2010, Electronic Arts revealed that Madden NFL 10 has sold 3.9 million copies as of the end of September.
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A few weeks ago, EA CEO John Riccitiello talked about the weaker sales for Madden NFL 2010, and he noted that EA's hopeful sales would pick up as consumers head to stores to purchase new consoles, following the price drops. Sales for Madden were tracking behind by about 19% in terms of units, and investors reacted causing a 25% dip in the publisher's stock price.

According to the latest channel checks from Sterne Agee analyst Arvind Bhatia, it appears Riccitiello's optimism was warranted. Sales are faring better now, thanks in part to the increased store traffic from the console price cuts. "We believe sales of ERTS's Madden NFL 2010 have
rebounded meaningfully in the month of September. Combining August and September, we believe sales of Madden are now down an estimated 5% to 10% after being down 19% in August," said Bhatia.
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Edge writes: "In an internal email sent to Electronic Arts staff, company CEO John Riccitiello has revealed his disappointment over early Madden NFL 10 sales, but he still believes that EA is on track to achieve success this fall and holiday season.

"This week, market research for August will show that year-over-year, the industry was down in North America – and that August sales of Madden NFL 10 are down with that trend. It is discouraging that one of our highest-rated and best-marketed Madden titles in years is facing strong headwinds," Riccitiello said in a memo obtained by The Wall Street Journal..."
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Ahead of what industry-watchers hope will be the last month for negative trends in NPD numbers, many analysts are unsure whether 2009 will close with a positive year-over-year result.

Some analysts have expressed concerns about how sales of major titles like Madden NFL 10 have been trending; with that title predicted to top August software sales when the NPD releases its results later today, a deflated Madden could be the strongest signal yet of a deflated industry.

An internal memo from Electronic Arts CEO John Riccitiello to company employees obtained by Gamasutra shows that indeed, sales of this year's iteration of the football blockbuster are not on their customary track.
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PlayStation LifeStyle writes: "This week there are no surprises as to who has gone home the winner in sales. Batman: Arkham Asylum (PS3) has bested all others. Dissidia: Final Fantasy (PSP) retains its top placement for an astounding 37th week. Madden (PS2) retains the still in first after three weeks."
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GamerDeals.net writes:

"The annual event known to all armchair quarterbacks is here again! Maddenholiday is upon us!

Throw out your books and spreadsheets and grab on to a cold one and your controller boys! Tell your boss to shove it (or perhaps tell him that pesky summer cold has come back... sniffle.. sniffle...)... "
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NextGen Player writes:

"Thinking about picking up Madden NFL 10 today? Well, before you go hop, skip and jump to your local retailer consider this: Sports Illustrated is giving the game away free with a paid subscription."
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