On Wednesday, August 5, celebrities, members of the media and gamers were treated to an exclusive preview of EA Sports’ upcoming “Madden 10” video game. The event, which took place at The W Downtown Atlanta, was hosted by Konsole Kingz, a company that fuses gaming and hip hop.

“The launch is August 14. It’s kind of our final stretch, just get everyone excited,” Nathan Stewart, Marketing Director at EA Sports, explained to BET.com. “This is a group of folks who have been longtime “Madden” fans, so we just want to get it in their hands early so they can start talking about it.”

Among the celebrities in attendance were OJ Da Juiceman, Bone Crusher, Jazze Pha, Big Boi, Diamond, and Lil Scrappy. Although the “Madden 10” preview was full of devoted Madden fans, rapper/producer Jermaine Dupri was clearly one of the game’s most enthusiastic followers.

“I love it,” said Dupri. “You know I always like when Madden comes out. It’s one of the most exciting [times] of my life.”

“Madden 10” boasts a number of new features, including more realistic Sim-style game play, quarterback improvements and a new online franchise.

“I’m a big fan of Madden,” OJ Da Juiceman told BET.com. “I’m ready to play it. I heard it got new features, new graphics…got the updated roster and everything, so everything should be lovely with it now.”

The soundtrack for “Madden 10” will combine both old and new. Artists featured on the soundtrack will include Tupac, Cypress Hill, Public Enemy and newcomer B.o.B.

“They went old school with the soundtrack. It was a shocker to me,” explained Konsole Kingz’ CJ Peters. “The only new guy on there I think is B.o.B. and a few rock guys. I kinda like the old school feel. I think they themselves were kinda going throwback…The soundtrack kinda fit the theme they were going [with].”

“Madden 10” will be released to the public on Friday, August 14.