Electronic Arts is launching its most venerable video game franchise, “Madden Football,” onto the hottest new gaming platform going, Apple's iPhone and iPod touch. The game, whose origins date back 20 years, has been a cash cow for EA over the years, and the company is now seeking to extend that popularity into the fast-growing smartphone market. EA showed a demo of the game at Apple's media event Wednesday. Adam Sussman, vice president of worldwide publishing for EA Mobile said winnowing “Madden's” considerable complexity and richness into a compelling smartphone game was something of a challenge. The game features 32 teams, 2,000 players and 300 different plays and has been under development for around 10 months. It utilizes the iPhone's touchscreeen controls as well as its accelerometer (for example, you shake the device to run the hurry
