Madden mania at a fever pitch for release of '07 game

It is the most popular video game on the planet. It has inspired long lines at retail stores, millions of players to empty their wallets and, this year, a pay-per-view special.
On Aug. 22, thousands of fans will flock to the malls to score a copy of EA Sports' Madden NFL '07, the latest version of the popular football video game.
The game, named after famed broadcaster and former NFL coach John Madden, has sold 51 million units since 1989 and 6.1 million last year alone. This year, there will be seven versions of the game to accommodate the various game consoles, including one each for Microsoft's Xbox 360 and the forthcoming Sony PlayStation 3.
"It is surprising, but it's going to be even bigger," said Will Kinsler, founder of MaddenNation.com, an online community of Madden game players. "There's still a lot of room to grow. It's a testament to the game itself and how good it is."
Madden NFL has been big business since 1989 because of its reputation for providing some of the most realistic play and complex options in video games. The game also was one of the first to use real NFL player names, uniforms and stadiums, and it quickly became a fixture in basement game rooms and college dorms.
"We try to squeeze as much into these games as we can," said Chris Erb, director of marketing for Madden NFL.