Electronic Arts makes up some 11 percent of all GameStop sales. No wonder, then, that the two have struck a deal wherein EA will exclusively reveal new Madden NFL 09 features to GameStop’s blog in the weeks prior to the game’s launch in August. One of the major innovations EA has up its careworn sleeves is controllable player celebrations. Now, every time you score a touchdown you’re given the opportunity to press a button and do a little dance. Post-celebration fines, I think, are scheduled for Madden NFL 2010.

There’s four months till the game’s August 12 release date, or 16 weeks. So that’s 16 new features to look forward to. Heaven help us if they’re all as tremendously weighty as on-demand player celebrations.