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To different generations, John Madden has been a different kind of icon: coach, broadcaster and, since the late 1980s, video game mogul. This is the story of how Madden linked up with an upstart company called Electronic Arts to build an electronic empire -- and pushed the limits of gaming in the process. Produced by NFL Films. Narrated by Wil Wheaton. Learn more about your ad choices. Visit podcastchoices.com/adchoices