Madden 2010 comes out this Friday, and while gamers around the world will be lining up at 11pm Thursday night to get a hold of the game, you can plan on seeing a good bit of the game during the Steelers-Cardinals game on ESPN earlier that evening. EA has linked up with ESPN to show random clips from the game. Via the Associated Press....

EA Sports usually launches "Madden" with a party — last year's "Maddenpalooza" was held at the Rose Bowl in Pasadena, Calif. But this year, says marketing director Nathan Stewart, EA wants to "reach all our fans in all corners of the country." The main promotional effort involves a tie-in with ESPN's "Monday Night Football," which returns to television Thursday night.

The first "MNF" game is a preseason rematch between last season's Super Bowl contenders, the Pittsburgh Steelers and the Arizona Cardinals. Not coincidentally, the cover of "Madden NFL 10" features a player from each team: Troy Polamalu of the Steelers and Larry Fitzgerald of the Cardinals.

"Madden" will be featured throughout the "MNF" broadcast as well as other ESPN programs Thursday, including "SportsCenter" and "NFL Countdown." The video game will also be promoted across ESPN's Web site and mobile applications.

Per usual, when it comes to things like this, as long as the clips don't overrun the broadcast, everything should be fine. The game does come out the next day, so the deal makes sense. If this was a regular season game, I'd be a little more concerned, but it's a preseason contest....so why not?

FYI- There will be another live-blog, both here and at 12 Step Drop, on Thursday night. We'll be covering the debut of Jon Gruden, as well as whatever fantasy questions there are that evening. Hope to see you there.

EA Sports teams with ESPN to promote `Madden' (AP)