ESPN’s Michael Bucklin talks a big game about ESPN’s latest collaboration with Electronic Arts at the Digital Life expo in New York. Rabid sports can expect increased integration between TV and Web content, and other cross-promotional strategies.

Bucklin said that the most recent incarnation of the EA Madden football game sold better than a lot of summer movie premieres. This is a good example of the great integration to come and of how the savviest of marketers are creatively using all media available to them.