"To launch Madden NFL 15, EA Games wanted to connect with a new generation of football fans. We created the Madden GIFERATOR, a real-time NFL GIF engine that lets fans celebrate winning moments and zing their rivals throughout the season. For every NFL game, the GIFERATOR generated a live stream of animated GIFs triggered by the action unfolding on TV. Fans could also take control of the GIFERATOR and create their own GIFs on any device."
