The 2010 installment of the Madden NFL series headlined new features such as a play-calling system titled "GameFlow", a new game mode titled "Online Team Play", and an assortment of other features. The game was advertised as being "Simpler, Quicker, and Deeper" than previous versions of the game. The superstar mode for the Wii version was removed from this Madden installment. "GameFlow" enables the player to create a situational game plan based on down and situation, and is advertised to speed up playing time as much as one half of the total game time from previous years of "Madden". Another addition is "Online Team Play", which supports 3 vs. 3 cooperative play. Players can also scout opponents in online head-to-head games to gain a competitive advantage. Other changes from previous installments include a new kick meter, new audible system, and an improved locomotion animation system. Lighting improvements, run blocking changes, new quarterback ratings, and a new Old Spice "Swagger" rating have also been added to the game. Gus Johnson does the play-by-play broadcast commentary, replacing Tom Hammond. One reviewer noted, Johnson's "penchant for the dramatic in real life keeps you on the edge of your seat as you turn the corner for a RB sprint or heave a desperation Hail Mary." Cris Collinsworth returns as color commentator from previous editions. "Madden Ultimate Team": Madden Ultimate Team is a downloadable game mode released on January 7, 2011. In this mode, users are able to build a team by purchasing player packs. These packs are purchased with coins that are earned by winning a game, scoring a touchdown etc. They can also be purchased with real money through the user's PlayStation Network or Xbox Live accounts. As the user gains more coins, they are able to buy better packs of players, eventually building their "Ultimate Team". This mode has received some negative feedback with regards to 'Player Contracts' that are attached to each 'Player Card'. When purchased 'Player Cards' have a 10 match contract - this decreases by 1 every game. When a 'Player Card' contract reaches zero you cannot use that player in your team until you replenish his contract. Replenishment of a contract on a 'Player Card' is done by a contract card that is purchased with coins. It is thus extremely difficult to keep a good team 'in contract' without spending real money. It is also possible to be in a position where you have a low amount of coins and not enough players to even play 'Madden Ultimate Team', unless you wish to spend real money for more coins. In order to buy contract cards to replenish your players contracts, or to buy new packs with - to try to fill the empty team positions that are stopping you from playing the mode.
A demo of the game, featuring a game between the Indianapolis Colts and the New York Jets, was released on July 27, 2010.
Marketing
In August 2010, Time Warner announced that it would offer a copy of Madden NFL 11 and a Making of Madden NFL DVD free with a paid subscription to Sports Illustrated. A similar offer was made available in 2009 with the release of Madden NFL 10.
Reception
The game was met with positive reception. GameRankings and Metacritic gave it a score of 85.71% and 84 out of 100 for the Xbox 360 version; 85.40% and 83 out of 100 for the PlayStation 3 version; 79% and 78 out of 100 for the iPhone version; 77 out of 100 for the iPad version; and 76.50% and 75 out of 100 for the Wii version. GamePro gave the Xbox 360 version a score of four-and-a-half stars out of five and said that "hardcore Madden players may not appreciate all the changes, but those of us who are more casual fans have a lot to like." The same website, however, gave the iPhone version four stars out of five and said, "Everything from the 22 on-screen players to the stadium they're duking it out in looks great, and for the first time ever I felt like I wasn't playing a compromised or downgraded football experience despite the limitations of the iPhone platform." The Escapist gave the Xbox 360 version all five stars and said, "I went into this game as a skeptic. Madden NFL 11 made me a believer." The A.V. Club gave the same version a B+ and said that it "offers a refreshing change of pace, making it a fine point of entry for newcomers and allowing stat-obsessed veterans a chance to peel away some of the layers added over the last few years." However, The Daily Telegraph gave the same version a score of eight out of ten and said, "What I've taken away from my time with NFL 11 is a new appreciation for the sport itself. It's genuinely exhilarating stuff."
