**FILE** A general view during the EA SPORTS and Xbox 360 Madden NFL 10 PRO-AM VIP reception, at the Loews Santa Monica Hotel, in Santa Monica, Calif. on July 23, 2009 (Casey Rodgers / AP Images for Xbox.).

Photo by: Casey Rodgers

**FILE** A general view during the EA SPORTS and Xbox 360 Madden NFL 10 PRO-AM VIP reception, at the Loews Santa Monica Hotel, in Santa Monica, Calif. on July 23, 2009 (Casey Rodgers / AP Images for Xbox.).