Play Madden on the big screen

In a recent story on Microsoft and EA's dynamic ad platform that will allow the ads you see in their video games to change, Adrants asked, "Can you imagine playing your favorite sport in the middle of Times Square?"
On Thursday night, at least two guys got to find out how it feels.

They stood on a raised platform in the middle of the street staring up at the giant screen playing their game live. Both of these Madden '08 players were wearing the jersey of their on-screen team.
I didn't have time to get closer to get the full scoop, but I assume they won a contest.