“We schedule events for halftime during games — to see our usage spike when football is on TV," Dan Box tells GamesBeat. EA has seen similar success doing those sorts of real-life tie-ins with games like The Simpsons: Tapped Out and FIFA 15 Ultimate Team. Of course, when the Madden NFL Overdrive Coins season ends, that aspect in the game goes from it. However, Box notes that you can find already regular updates planned for Madden NFL Mobile in the offseason, and there will likely be a big refresh coming to the overall game in time for kickoff with the 2015 season.
One from the most sour areas of 2013’s Madden NFL 25 was how it turned out essentially Madden Social repackaged, nonetheless it didn’t let Madden Social players transfer any one of their progress into the modern game, essentially forcing them to get a new beginning. In a similar vein, when Madden NFL Mobile emerged, Madden NFL 25 was unceremoniously yanked through the App Store, as well as whatever progress and funds people had spent going from it. With EA’s new “games as being a live service" direction, that sort of thing shouldn’t happen anymore.
“We spent the this past year transitioning from premium paid downloads to free-to-play live services that evolve after some time. The response from Buy Madden NFL Overdrive Coins players continues to be incredible," Box told GamesBeat. “We’re treating mobile being a very different platform to others within EA. We’re don't thinking about annual mobile title releases. Instead, we’re treating our mobile games, including Madden, being a live service." This means the current Madden NFL Mobile continues to live on and stay updated instead of having to push out a whole new SKU each and every year.