EA’s ‘Madden 19’ Beta Is Just A Marketing Tool And Is Not A Good Sign For The Game

Last week, EA surprised everyone when they started dropping codes to access the beta version of Madden 19. Those that have been lucky enough to get a code and enter it get untimed access to an unfinished Madden 19 until July 2, but they are not allowed to broadcast or talk about the beta as a part of their agreement—which is a terrible sign for this year’s game.

 

It doesn’t take marketing expertise to realize that EA giving some people an opportunity to try the beta version of their game is a sorry marketing attempt to drum up more interest in a highly-criticized franchise. Unfortunately, a lot of people are going to fall for it—partly because Madden is the only NFL game available.

 

On the surface, releasing a beta seems like a great idea that all sides (EA, loyal fans of the game, those on the fence about the game, and regular gamers in general) can get behind. However, if you take a deeper look, a Madden 19 beta is not a good sign.

 

Right away, the fact that the beta cannot be shared or talked about anywhere other than the EA forums is a big giveaway. What are they trying to hide about Madden 19? Is it the same game it’s been the past several years?

 

If EA was proud of the progress they have been making with their football franchise, they would allow people to talk about it in the open even if there are a ton of issues with the beta version. They won’t do that, and it’s a dead giveaway of the quality of Madden 19.

 

If EA was confident Madden 19 was going to be a good game, they would probably have made the beta open to all. At the very least, they would have allowed those that do have the beta the ability to talk about the game by sending friends videos, talking about it on social media, discussing on Reddit, or any of the other ways people discuss things today. The fact that they are not makes me uneasy as a consumer.

 

Giving away a limited number of beta codes makes it so most people that don’t get the codes want the game even more. Limited supply for the beta will create higher demand for the actual game when it’s available to purchase in August. It’s a pretty simple marketing tool EA used to easily get more interest in their game.

 

Basically, EA is trying to play a lot of their potential base as fools. Those that have the beta can communicate on the EA forums and give feedback, but it doesn’t seem likely that any quality feedback gets through and leads to good changes being made.

 

And even if feedback does get through to the Madden decision-makers, why should we expect they’ll listen after they’ve ignored fans for over a decade?

 

It’s fitting that EA made a beta version of Madden 19 available this year. It feels like that’s what we’ve already been getting every other year anyway.