EA SPORTS announced today the results of the Madden Football IQ study, conducted by the University of Oregon’s Warsaw Sports Marketing Center. This year’s study, which examined how fans of Madden NFL also interact with the sport of football, determined that fans who play the Madden NFL video game series are not only more knowledgeable about the game of football, but are also more avid, devoted fans.
“For the second year, we delved into the relationship that the Madden NFL game forges with real football, and the study proved that it runs very deep. Madden NFL fans are not only extremely knowledgeable about the game of football, they are equally as passionate,” said Paul Swangard, Managing Director of the Warsaw Sports Marketing Center at the University of Oregon. “Twenty-one years of the Madden NFL franchise has created a smarter and more devoted football fan.”
The study surveyed more than 9,000 EA SPORTS Madden NFL players and football fans on both knowledge of the sport and fan avidity. Building on a previous study, respondents’ football knowledge was tested through five categories of football knowledge: Game Situations, General Knowledge, History, Rules and Business of Sport.
In addition to testing respondents’ football knowledge and game-playing habits, consumption of NFL football was also measured through questions on viewing, attending games and purchasing habits as it relates to the sport of football. Based on the results of the consumption and knowledge portions of the study, the Warsaw Sports Marketing Center developed a football “fan avidity” score to examine the correlation of time spent playing Madden NFL and being a passionate football fan.
According to the fan avidity score, the more hours playing the Madden NFL game correlates to a more devoted and involved NFL fan. The most passionate of these fans are less likely to miss a football game on Sunday than most non-Madden players and are likely to attend at least one NFL game per season.