
I'm not sure how big of an impact John Madden has on the Madden series nowadays, but he sure did have an impact early in the development process when Trip Hawkins was still there.
Check out what he said to the developers when he was shown an early version of the game. Quotes were found in the book All Your Base Are Belong To Us: How Fifty Years of Videogames Conquered Pop Culture by Harold Goldberg.
“**** that and **** you people. Either we do it ****in’ right or we don’t ****in’ do it at all.” The team was pretty shocked to hear him saying things he’d normally keep confined to the locker room, but it ultimately pushed the team to get their football game as close to perfect as possible. They toiled for years, even as some in the company wanted to cancel the seemingly unending project, and when it finally did launch it created a dynasty that will probably exist as long as people throw footballs and the NFL gives exclusive contracts."
Source - Harold Goldberg's book is filled with game development anecdotes worth sharing (Gamesradar)

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