The same thing happened to me with Tiger Woods 10, although with that demo I could at least get into the game before it would give a "disc is unreadable" message. I ignored the warning sign and bought Tiger Woods 10 only to go through two discs and numerous "disc is unreadable" error messages before realizing the game would just not play on my system. I posted about this on EA's forums and had a number of people say that they had the same problem with Tiger Woods 10. All EA did was give me company script with no solutions.
I've never gotten this error message with any other game. I've deleted all EA stuff on my hard drive, cleared the cache, played the game under different user profiles... nothing works. I recently downloaded the NCAA 10 demo to see if it was a universal EA Sports problem, and it works fine, as does Fight Night 3.
Basically, for reasons unknown, Madden 10 and Tiger Woods 10 are unplayable on my system. WTF?

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