Can Madden NFL 10 score a touchdown for the video game industry?

Before his recent retirement, NFL color commentator John Madden had a knack for making the most boring football games seem interesting. The video game industry is betting that his enthusiasm will help fuel sales of the video game that bears his name.

Madden, who was a Super Bowl-winning coach of the Oakland Raiders before becoming a popular TV personality, has spurred the most successful sports video game franchise in history, selling more than 70 million units since it was introduced in 1988. The 21st edition of the game, Madden NFL10, went on sale Thursday. Madden's publisher Electronic Arts Inc. (ERTS) modestly claims on its Web site: "A lot went in to making Madden NFL 10 the most realistic and authentic experience to date."