Electronic Arts used their reverse engineering knowledge as part of their negotiations with Sega to secure a freer licensing contract as develop openly on the Genesis, which proved beneficial for both companies. At the time Katz had secured Mediagenic's Joe Montana football, Electronic Arts was working on its John Madden Football series for personal computers at the time. Electronic Arts was able to help bring Joe Montana Football, more as an arcade title compared to the strategic John Madden Football, to reality, as well as bringing John Madden Football over as a Genesis title.[22]