As of 2013 Electronic Arts has sold more than 100 million copies of Madden NFL, and more than five million in one year, for more than $4 billion in total sales. At EA Tiburon in Orlando, Florida a team of 30 developers and more than 100 game testers works on each new game in the series, which as of 2012 contains more than 10 million lines of source code.
Madden, once better known for Ace Hardware commercials than football despite winning Super Bowl XI with the Oakland Raiders, is now better known for Madden NFL than as coach or broadcaster. He receives an estimated $2 to 3 million each year for his endorsement but describes himself as “never a good player” of Madden, and prefers to watch others play. Although Madden says that “a computer is a helluva lot smarter than me” he has influenced the series’ design from the first game, and since retiring from broadcasting and doing videogame voice commentary in 2009 his participation in each Madden’s development has increased.