For years gamers have been befuddled by the development process, unsure of the proper way to get ideas and suggestions into their favorite videogames. There were tactics such as calling customer support, sending e-mails, or writing letters to the companies, but those were all slow and not very reliable in terms of speaking with someone of relevance on the matter.

These past few weeks and months EA Sports has taken a new approach when it comes to dealing with its customers though, one that is probably long overdue, but still very viable. On top of answering questions on the EA Sports forums, certain individuals like Lead Gameplay Designer (for Madden) Ian Cummings, among others, have been visiting the Operation Sports and Madden Mania forums answering questions and passing along feedback from registered members about Madden '09.

This direct connect with some of the most hardcore of consumers is something that could change the way game companies do business. Presently though, it gives fans of the Madden series explanations as to why things are the way they are and where they hope they end up in the near future.

In a truly splendid touch, Ian himself has even made a few in-game tweaks as a result of some suggestions and findings from the community (click the link to see the gang tackling challenge). Little aesthetics have been touched up too. Some members brought up their disdain for how the Dallas Cowboys have been represented in prior versions of Madden. And even though it was minor the star logo on the helmets of “America’s Team” is now more true to life than ever. Not important to some, but if you are a stickler for detail like many of the hardcore fans, it can be a reason to hope. In the end it is one step closer to replicating the real life game and helps users get lost in the immersion that is virtual football.

It's a double-edged sword though since the community feedback hasn’t been all productive and peachy as one might imagine. After a few years of broken features and sub-par games the Madden team is under fire in some people's minds. And of course people have been quick to point out how the team has failed to live up to expectations in certain departments.

This is where I give the team credit; they are facing the message-board RAGE and not running away in fear. It would be easy to give canned answers or stay away all together. What Ian and others are doing though is facing the tough criticisms and sharing their thoughts as well. It seems EA has lifted their "Iron Curtain" a bit, at least in the short term. The best thing about all of this is they are not just listening, they are asking what they can do to make the game better. And already we are seeing this pay off.

What does the future hold for this type interaction? Well let’s hope this is an EA precedent (we here at OS have always loved when developers/producers/etc. stop by after all) and it goes so well that in the future it is done again and again; and that other folks who work on all of our beloved sports games come out of the woodwork as well. It probably won’t work in some communities, but when you have people that are really passionate about their sports games, all coming together and trying to figure out how to make the games better, everyone seems to win.

EA has been trying for years to get the ideas of their hardcore fans into their games. They have hired people to be in charge of dealing with all the leaders of the fan sites and take their thoughts and ideas and pass them along (this has faded and more or less just been replaced by EA community leaders who talk with the forum folk as a whole -- a better solution). They have also invited people to community days to preview the next installments of their games and meet with the development team personally (a wonderful opportunity for those gamers, and certainly a solid idea). Still nothing gets right to the point like being able to speak to the masses.

A community leader can only keep track of so many ideas to pass along from the public, and often is so overwhelmed with everything going on only a few get attention. This is why first hand communication is priceless in my mind and EA has the right idea if they stick with this process. It is almost like an engineer from Chevy coming to your house and asking you how your car handles and what they could do to make it better. We always knew they were listening, now we have proof and can hear what they have to say.

So if you have any ideas, suggestions or problems that you feel could be addressed in Madden '09 now is the time to jump on the forums, get registered if you haven’t already, and be heard! There is no telling if you will get this kind of opportunity again so you might as well make the best of it.