You guys are missing the point. It's not necessarily the gameplay, it's the Marketing and Old home feel. Madden first appeared in 1989. It changed the way sports games were made. It add features and NFL licenses over the years. It has the name of a Super Bowl winning coach who is broadcasting games every week....a built-in Marketing tool. Love him or hate him, Madden knows football. EA has gone to great pains to build relationships with Athletes. It is the BRAND of game 95% of pro athletes play. I want to be like Mike...make plays EASPORTS. Sega's B-Ball may have been better, it was trounced in sales by NBA Live last year. EA will do something innovative, which gets people hyped, (playmaker, freestyle) and not change much else. It is enough because people know they wll have familiar gameplay. Madden is basically the same in control scheme since Madden 92. Live evolved from Lakers vs. Celtics...the first game with NBA license. Everyone remembers Bulls vs. Blazers, Bulls vs. Lakers. Name means alot. Why buy a new franchise when I can get tried and true, that will be aleast on par or better than the competition? Sega has realized that they will never beat Madden (Sept 2 release date), so they will try to carve out their niche in a huge sports market. There is no shame in being #2 in the sports game market (sales). Sometimes size matters, and EA is the 800 lb Ape.