Inside Madden 27: Developer Josh Looman talks creating a love letter to the fans

Madden NFL 27 is officially here.

To celebrate the launch, we sat down with Josh Looman from the EA SPORTS development team for an exclusive Q&A on the game's biggest overhauls including the Persona Engine and Timing-Based Catching.

TL;DR: Key Takeaways

• Persona Engine: Introduces 65 player DNA types, enabling players and coaches to make human-like decisions in Franchise Mode.
• Timing-Based Catching: Shifts control of high-impact passing plays directly into the player's hands, balancing skill and ratings.
• Stadium Traditions: Features real-world stadium details like Denver's skydivers and Jacksonville's zip-line bungee jump.

Along the way, we heard about the team's proudest moments, the challenges of delivering everything they set out to do, and what they can't wait for fans to experience.

Ready to dive in? Let's go.

“We added so many wishlist features this year that the fans have asked for. We also want to continue to innovate in every area of the game, providing amazing new experiences that continue to excite our fans!”

Congratulations on the launch! Before we dig into the game itself, how are you feeling now that Madden NFL 27 is finally in players' hands?

We’re all incredibly excited. Our team poured their hearts and souls into this game and we’re just ready for the fans to finally get their hands on it!

Madden NFL 27 has been described as one of the franchise's biggest overhauls in recent memory. What was the team's core vision going into this year's game?

Make an incredible game that is a love letter to the fans. We added so many wishlist features this year that the fans have asked for. We also want to continue to innovate in every area of the game, providing amazing new experiences that continue to excite our fans!

How does Madden NFL 27 evolve the franchise for longtime players while still being welcoming to newcomers?

That’s definitely important to us and it really comes down to designing the game the right way. If you do that, you are able to make new additions approachable for newcomers and deliver changes that your core fans love, too.

I’d love to talk about the Persona Engine. Can you explain what it is and how it changes the way players and coaches behave across Franchise mode?

The Persona Engine is the most innovative change we’ve made to Franchise Mode in years. Basically, there are 65 types of DNA that players can have that allow them to react to situations in human ways and constantly evaluate their own personal situations. Are they thinking about retiring? Thinking about asking for a new contract? They’ll now do that personally and players will finally think for themselves in Franchise Mode.

"We added so much throughout the entire game this year and that’s honestly also what we’re the most proud of.“

On the field, Timing-Based Catching is one of the headline gameplay additions. How does it change the passing game, and how did the team balance giving players more control?

For years, some of the biggest moments in the passing game, like going up and Mossing a defender, making a catch in traffic, or the tie drag on the sideline, have been determined primarily by ratings. With Timing-Based Catching, we wanted to put more of those moments directly in the player’s hands and introduce a skill element to making those plays. At the same time, we are always going to die on the hill of balance. Giving users more control cannot come at the expense of ratings, authenticity, or creating something that can be exploited. Finding that balance between user skill and player ratings was really important to us, and we’ve been really encouraged by how well it’s been received.

Presentation has always been a signature part of Madden. What was the thinking behind bringing real stadium traditions, like Denver's pregame skydivers or Jacksonville's zip line, into the game?

A combination of giving players what they want and delighting them in ways they did not expect.

For example, we knew players wanted more traditions and we thought it'd be fun and surprising to show the Jaguars' mascot's bungee jump from a handheld camera angle.

With Denver, we loved the idea of opening with an unexpected top-down perspective from high above the stadium before the skydivers enter the frame.

What was the most challenging part of building this year's game, and what are you proudest of, and what did you find most rewarding?

The biggest challenge is just delivering everything we took on this year. We added so much throughout the entire game this year and that’s honestly also what we’re the most proud of. We delivered a ton! The most rewarding aspect of this year’s game is just the reaction from the fans and their feedback so far.

What are you most excited for players to experience when picking up Madden NFL 27?

All of it. The Persona Engine, how great defense is in gameplay, Custom Adjustments + Total Pre-Play Control and how that makes gameplay much more accessible, playing as a TE in Superstar, the Goat Journey with Leaderboards, and so much more. We did so much this year and I can’t wait for the fans to play this game!

What would be your advice to someone looking to one day be a Creative Director at EA SPORTS?

Start designing and building games now. There are a ton of game engines out there you can get started on. The easiest way to learn is by doing.

Anything else you would like to add?

Just so proud of this team and how hard they’ve worked on this game. And we couldn’t do it without our amazing fans!

Learn more on the Madden NFL 27 game page or explore additional developer updates on the EA Newsroom.