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Fifa is a lot bigger right now. In the 2012 iteration, Fifa has 12 million sold while Madden has 5.

If you're interested in comparing European Football and American Football, you'll have to add togeter the European ones, as there are several. You have Fifa (94 million), Pro Evolution/Winning Eleven (53 million), International Superstar soccer (4 million), and one could argue that Football Manager belongs there as well, having sold over 10 million (but 5 million on this site, due to lacking PC tracking).

On the other side, you also have NCAA football on the American side, with 40 million. Still, European football takes the popularity award both for lifetime and current.