For video game and sports enthuiasts, Madden Football's release day is the equivalent of a major Hollywood blockbuster. In Madden 2009's first month, it did $133.5 million in retail sales. Today, Madden 10 arrives and the presales estimates were ahead of the 2009 numbers and many major retailers opened their doors at midnight last night.
Madden is taking to the ESPN.com and YouTube's homepage to promote the game's launch. Both units feature players from the Pittsburgh Steelers attacking the screen (the EA Sports Logo and Youtube videos respectively).
The Youtube unit expands and disrupts the homepage (much like the iPhone and Nintendo Wii ads of past). The ESPN unit does not expand - but it does take over with an extra-tall header (with video) and the square side unit to match.