Jostens ringing Madden

Class-ring maker strikes deal to make gem-laden jewelry based EA's best-selling football games; prices to range from $149 to nearly $500.

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Given its wide-ranging appeal, its Madden NFL series has one of the broadest fan bases of any game franchise. Now, though, Electronic Arts is going after the game's most hardcore players in an unprecedented crossover between gaming and...jewelry?

Today, EA announced it has struck a deal with Jostens, the Minneapolis-based jewelry giant that specializes in graduation rings but has also crafted 27 out of the 41 Super Bowl Championship rings. Under the program, titled "Ring of a Champion," Jostens will begin making custom-designed, Madden-themed rings that reflect the skill level of a specific player of the sole officially licensed NFL game.

In Madden NFL 08, due out on August 11, players will progress through five different skill levels by performing various feats of virtual athleticism. Once they reach level three, they will unlock a design feature "embedded" in "next-generation console" versions of Madden and will be given a code that will give them access to the Ring of a Champion section of Jostens' Web site. Players will be able to choose from "three unique ring designs" which can be customized with any of the 32 NFL team logos, a variety of colors, and other elements on the rings' tops and sides. Those players which unlock "epic achievements" in Madden will unlock more ring-customization options.

EA is touting the Jostens deal as a perfectly logical extension of the Madden brand into the real world. For players, though, it won't be a cheap extension. The base model of the rings, made out of nonprecious metal and decorated with cubic zirconia and "simulated stones" will go for $149. Rings can also be made from 10K white or yellow gold for $495 each, while wealthy Madden addicts can pay an as-yet-undisclosed premium to have real diamonds incorporated into their game bling.

Madden NFL 08 will be released on August 14 for the PlayStation 3, PlayStation 2, PlayStation Portable, Xbox 360, Xbox, Wii, DS, GameCube, PC, and Macintosh.

Discussion

201 comments
icym
icym

How about a Stanley Cup? Now that would be something to having in the living room. I'm sure the wife would LOVE that!

CADMAN_3
CADMAN_3

Something else you'll start seeing people selling on Ebay.

warden72
warden72

And I thought the WoW credit card was bad....

Ghostin-Dashell
Ghostin-Dashell

What came first... The entrepreneur or the idiot? Selling you rings at $150+ made of non precious metal and fake stones to prove you unlocked an achievement (from inside the game no less) is almost too grubby to comment on... Personal taste aside, this is daylight robbery. (If you must have one of these things buy a gold ring and get it engraved... at least it will have an actual intrinsic value).

meaty24
meaty24

sounds kewl..i want one!

punfect
punfect

Thank God that EA has Peter Moore now!

Benaresu
Benaresu

" My Grandfather used to be the CEO of Jostens. I thought they had been merged into some other corporation. " Jostens was bought out by another company, but kept their name.

Cloud737
Cloud737

This is quite...strange. Although I like the idea, it`s a bit unfortunate that only the wealthy people will get bragging rights. :P I wonder who would want something like that, especially if they`re a sports fanatic, considering they have like 2 mil a year to throw away at anything they want? Well, I hope more of those ingenious ideas strike EA, and put more goodies like that, hopefully some for the more modest consumers. :D

MichaeltheCM
MichaeltheCM

i dont really understand this article. so if you get to a certain level in the game you will be able to design a unique ring and buy it for urself?

finaleve
finaleve

i'd rather spend my money on something more useful...like new features that make the game fun and not end up blowing their life savings on useless crap.

Proman84
Proman84

I don't want to offend anyon but if people actually pay for these than Jostens really found some suckers.

R3V3N4N7
R3V3N4N7

I'm not even going to play madden this year. All Pro Football 2K8 is the Football game this year.

SkillzLife
SkillzLife

This is....stupid to say the least

Ju_stuka_88
Ju_stuka_88

My Grandfather used to be the CEO of Jostens. I thought they had been merged into some other corporation.

RaiKageRyu
RaiKageRyu

Well this was certainly an unexpected move...

wdave92
wdave92

lol adyraeside is right Cash Cow

moohan
moohan

hahaha SemiMaster you hit the nail on the head brotha..... EA is so sick. I just cannot formulate a response to this... ha.....

N15PCA
N15PCA

I agree of what Ra-Devil had to say about this.

Ra-Devil
Ra-Devil

I have no real comment for this. It doesn't deserve one.

vix
vix

Wow, Madden gets even more cheesy.

kicking222
kicking222

This is amazingly ludicrous. Even if you were, for some reason, rich enough to pay $500 for a ring based on "Madden", you still wouldn't be stupid enough to do it.

BDAOutlaw
BDAOutlaw

Only people I can see getting these are the some what wealthy Madden fans. its not for those here and there players that don't join tornements and **** guy with this ring though would sure as hell look less nerdy then a giddy halo fanboy with a MLG T Shirt or some crap. Or even a person who bought the halo XBOX or Halo Helmet special.

Bloodhawk_DX
Bloodhawk_DX

Changes nothing. Madden is still an awful game franchise, EA is an awful developer, and this latest addition is a joke.

BDAOutlaw
BDAOutlaw

[This message was deleted at the request of the original poster]

stegera
stegera

This is PATHETIC EA!!!!! Who is running the show up there?? I agree with everyone who has said that this is a "horrible marketing ploy," to "EA is beating the cash cow," to "WTF???" This is just rediculous and I hope this fails so you can learn your lesson the hard way, Wasn't it at E3 when the head honcho at EA said that we are making redundant and harder games? and WE ARE BORING GAMERS!! (Or something along them lines) Now instead of boring gamers they are just pissing them off!! I hope I never see this in a Madden again

Get_Shorty
Get_Shorty

Another reason won't ever play EA Madden games.

Bench_Scientist
Bench_Scientist

EA has certainly brought innovation to their tired rehashed cash cow by adding...rings? anyone who buys this ring is a nerd and a loser...and I would say that right to their face

alkaline_DnB
alkaline_DnB

this is just sad. i think i might just stomp on anyone caught wearing one of these.

frankeyser
frankeyser

devious122799 oh i would rather have a decoder ring with a built in compus!!!

weldingpackage
weldingpackage

If you unlock everything in the game, can you make a replicated Superbowl Championship ring for a championship price?

BDAOutlaw
BDAOutlaw

[This message was deleted at the request of the original poster]

goddessakasha
goddessakasha

So EA is handing out bling now along with all the other merchandising crap that comes along with their games? woopie.

wild_world_girl
wild_world_girl

DEMONiAM: "that's a little crazy...I guess it's a little less nerdy than a Master chief helmet....?" No it isn't :)

0011992288
0011992288

So I wonder how long it will take for someone to post the URLs online?