Despite the NFL being as popular as ever, fewer people had been playing the Madden NFL video games than they used to. Grow Interactive helped the series regain its cultural relevance with the Madden GIFERATOR, a real-time NFL GIF engine that let fans celebrate wins and humiliate rivals throughout the season. The GIFERATOR generated a live stream of animated GIFs triggered by the action unfolding on TV and rendered by the video game's physics engine. Tailored real-time ads reached audiences on second screen devices where they were already looking for related content. Fans took control of the engine and created their own GIFs across all devices. Even teams and players got involved. With its epic scale and targeted reach, GIFERATOR set a new standard for real-time marketing, keeping Madden relevant all season long.