But that “All-Play” tag, so conspicuous in 2008, is conspicuously absent in 2009 — why? “All-Play wasn’t just a moniker — it was a philosophy of making the game more accessible to all players,” Nathan Stewart, the franchise’s marketing director, tells us. “The moniker may not appear on our box anymore, but the philosophy is alive and well in our product.”

“We took it off the box, and made sure that the whole development team knew that All-Play isn’t a mode in Madden NFL 10 — it had to be everywhere in the game,” says Stewart. “Making the game accessible for all of our fans in all of our game modes is a big key. We downplayed it on the box this year, but dialed it up in the game design.”

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