Madden's Newest In-Game Sponsorship Is For A Good Cause

Tuesday's title update for Madden NFL 11 included the "Breast Cancer Awareness" presentation mode reflecting the league's and Electronic Arts' support of the campaign. It's a lot more than a banner across the bottom of the screen.

Simply from the perspective of gameday realism, always a priority of any sports developer, the mode makes a lot of sense. EA Sports puts holiday accents on games played around Thanksgiving and Christmas in its franchise modes, so why not the pink-accented field emblems and uniform pieces seen when the NFL plays its games in October, when the league participates in National Breast Cancer Awareness Month?

Of course, it's also for a good cause, making this a commendable gesture by EA Sports as well as value-add for the gamers. The level of detail is comprehensive, as you can see in the gallery at the bottom. In addition to the scoreboard graphic, pink ribbon field art and player wristbands, shoes and hand towels, the colour shows up in the officiating crew's hats, on the goal post padding, logos on the head coaches shirts, Gatorade coolers on the sideline and fans' apparel. This is all what you'd expect to see on your TV during the October games. EA Sports even recreated the special football with the pink ribbon logo. Go ahead, freeze-frame it and zoom in.

The support of the campaign will carry into the real world too. Electronic Arts is donating $US100,000 to the Susan G. Komen For The Cure foundation, the leading philanthropy backing breast cancer early detection awareness and medical research. A pink edition Madden NFL 11 for all three consoles will be sold at Best Buy in October as well.

"EA Sports is honoured to work with Susan G Komen for the Cure in the fight against breast cancer," senior director of marketing Chris Erb said in a statement to Kotaku. "We are committed to raising breast cancer awareness and eager to give our fans an opportunity to participate in finding a cure."

This is a game and a developer that's taken some knocks from the hardcore for its in-game advertising. But what EA Sports has done with Breast Cancer Awareness demonstrates it's possible for a publisher and its creative staff to also send public-spirited messages that don't intrude on the enjoyment of a video game and still fulfil their purpose. It's an awareness campaign, and now gamers are aware.

"Breast Cancer Awareness Mode" shows up when your team, in franchise mode, plays a game on its October schedule (regardless of the real-life date). It's also one of the three special presentation modes in the Play Now menu, joining the Super Bowl and AFL throwback packages.

So if you're gonna catch flak from someone for starting up the console to play Madden, pick this presentation and say you're raising awareness of the need for early detection of cancer and supporting research for a cure. Really, who's going to argue with that?

The official NFL pink-ribbon field logo supporting National Breast Cancer Awareness Month in Madden NFL 11.

Player uniform accents include pink receiver gloves and shoes, like like those worn by players during games in October.

EA Sports also recreated the official football used in October.

More pink uniform accents.

More pink uniform accents.

NFL coaches wear official shirts with the pink-ribbon logo in real life, so they will in Madden too. The game's scoreboard graphic carries the emblem and a banner across the bottom.

Notice the Gatorade cooler and sideline towels. Pink.

Breast Cancer Awareness mode is the fourth option in the Play Now menu. You'll also see it during games played in October in Franchise mode.

In October, pink-edition boxes of Madden NFL 11 will be sold at Best Buy. Electronic Arts also is donating $US100,000 to Susan G. Komen For The Cure.


    I know it's a good cause, but I think everyone is pretty much aware of breast cancer now. The problem is marketing now use Breast Cancer as a way of indirectly using "sex sells". It's no longer PC to have a woman with her tits out trying to sell stuff, but this is the next best thing. How often do you see the pink ribbon on supermarket items compared to other disease campaigns?

      does it have to be on october

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