A review of Nielsen’s Video Game Tracking data (tabulated weekly since July 2005) for the Madden football franchise reaffirms that Madden is a household name among active gamers like AAA brands such as Halo, Grand Theft Auto, Call of Duty and Mario. August usually belongs to Madden, with few other notable titles released during this time. Below are insights into this year’s iteration, Madden NFL 10.

Madden NFL 10 dominates the sports genre in several metrics, including unaided and aided awareness and definite purchase interest among active gamers.

Key …