John Madden Graces the Cover of Madden 23

Why would they rebrand a game that has such a high profile? That's real dum

Rebranding is not inherently dumb and does not entail a high cost of failure in the case of a monopoly. Anyone wanting to buy the only NFL video game will be buying the NFL video game regardless of whether it's called Madden or whatever dumb name EA eventually comes up with.

As time goes on it's a name that means less and less to the player base. It's been almost 15 years since he last called a game, people hitting their early 20s barely know him. It's inevitable that they will change the brand, just a question of when. They'll pick up some timely lessons as the soccer game is rebranded from FIFA to EA Sports FC next year.

The name doesn't mean less to it's player base it just doesn't mean it's original intent. If Madden doesn't mean the broadcaster/coach to you then it means the football video game. They already paid 150 mil for his name and likeness in perpetuity so changing the name would be incredibly stupid and do nothing but generate backlash.