Donruss, EA Sports team for card promotion

A marketing partnership between Donruss and EA Sports has led to the creation of a 28-card insert set found exclusively in packs of Donruss Gridiron Gear Football. The cards – which feature computer-generated action images taken directly from the Madden ’08 video game – are a first step toward what company officials say they hope will be an ongoing relationship with EA.

“That was the whole point, to try to bridge the gap between the largest and most successful video game franchise in sports history and trading cards,” said Donruss’ Scott Prusha. “If our customer base sees Madden ’08 cards in our product, they’ll have another reason to get the game. And hopefully, collectors of the game will see trading cards, perhaps for the first time, as a destination pursuit.

“Our goal was to produce something creative and innovative this year and then expand the partnership next year.”

The cards, which can be found two per retail box and one per hobby box, feature the respective player’s Madden ’08 Power Rating on the backs, along with information about one of the game’s 25 “weapons.”

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