Innovation & Design

EA Heads to the Big Show

When Electronic Arts, the biggest sports video game maker, signed an exclusive 15-year deal with ESPN, the most recognizable name in U.S. sports, both companies said blending the interactive and traditional entertainment mediums was key to the relationship. "Madden Nation," a resultant program on ESPN2, proved so popular that it will have a second season and has inspired another similar show.

The initiatives show how in addition to integrating the ESPN brand and on-air talent into its games, EA Sports is working with the network on original programming built around its games.

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