The Franchise: The Inside Story of How “Madden NFL” Became a Video Game Dynasty

In the beginning, there was the word. And that word was no. On a cloudy morning in 1984, three men met in an Amtrak dining car winding through the Rocky Mountains, en route from Denver to Oakland, Calif. The first was Trip Hawkins, a closet “Strat-O-Matic Football” junkie and founder of video game maker Electronic Arts (ERTS) (which has a relationship with ESPN to integrate content into its games).

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