At most parties, if you can get in, there's no concern about the $6 beer or the $5 hot dog. The drinks are on the house. And when you're not paying for the California rolls, jumbo shrimp or egg rolls, they taste twice as good -- even when you've eaten so many of them the cocktail waitress knows you by name.

On Thursday night, EA Sports had its ninth annual Madden Bowl at Axiom Nightclub in San Diego's Gaslamp District. NFL players faced off against each other, playing the most successful sports video game franchise of all time on big-screen televisions. Behind them, a sporting world's who's who circulated. They were mixed in with about 700 John and Jane Does and a healthy handful of reporters with a fried taco in hand instead of a pen or a recorder.

	“	I'm not Jason Sehorn; I'm Terrell Owens. I am what I am on the field, and I am what I am off the field. I go about my business, and I can't control the people who are judging me. ”
		— 49ers receiver Terrell Owens, talking about endorsement deals

Jerry Rice was mobbed by working media members, and the 40-year old Oakland Raiders wide receiver who already has three Super Bowl rings took time to answer every question from every reporter.

"As soon as I leave here, my mind is totally focused on the game," Rice said. "But it's very important to get out and see people and enjoy yourself."

The crowd favorite, save John Madden who made a five-minute appearance to award the trophy to the winner, Indianapolis Colts defensive end Dwight Freeney, was Jeremy Shockey -- who was named the league's Rookie of the Year on Wednesday. The brash New York Giants tight end had the most trouble making his way through the crowd, as he graciously stopped for handshakes, brief conversation and photo opportunities.

"I'm very excited about getting the award, and I'm just enjoying myself out here tonight," Shockey said.

USC quarterback Carson Palmer, University of Louisville quarterback Dave Ragone and Washington State quarterback Jason Gesser might have enjoyed a great amount of fame in college, but without wearing a jersey on their back with their name and number, very few partygoers recognized them.

"It's like coming from eighth grade into high school because no one knows me," said Ragone, who was ranked by draft guru Mel Kiper Jr. as the fifth-best draft-eligible quarterback. "I'm definitely not in Louisville anymore."

"I'm a small fish in a big pond again," said Palmer, who won the Heisman Trophy winner and is projected to be taken first overall in the draft. "I've never been to anything like this."

Gesser, who became Washington State's all-time leading passer this past year, said he's not used to being recognized.

"When people know my name outside of Pullman, I'm still a little bit shocked," said Gesser, who is training in Newport, Calif., to get ready for the draft.

One person who didn't have any problem being recognized was San Francisco 49ers receiver Terrell Owens.

"It's not that bad," Owens said. "During the season we don't get out that often, and we're kind of isolated. So it's good to be out like this."

Owens said he and his agent, David Joseph, are scheduled to have a meeting with Sharpie in the next couple weeks to talk about a possible endorsement with the indelible marker brand. Owens said he can't help if more companies don't think of him as a natural endorser for their product or service.

"I'm not Jason Sehorn; I'm Terrell Owens," he said. "I am what I am on the field, and I am what I am off the field. I go about my business, and I can't control the people who are judging me."

Raiders offensive tackle Langston Walker came to the party in part to escape all the random phone calls.

"I have all these people all of a sudden calling me for tickets," said Walker, who was raised in Oakland and attended University of California. "Some of these people I haven't spoken to in three or four years, and now they want to be my best friend."

As a player in the game, Walker will receive two complimentary tickets and can buy up to 15 tickets at face value. But Walker says he's only taking a total of four -- including his mother and father, an aunt and a friend.

EA Sports executives believe Madden is already king among the sports fans in the party crowd, but making sure the players spread the word about the Madden game is just as important.

"A party like this is invaluable," said Glenn Chin, director of marketing for the company. "Our athletes in a way serve as our evangelists and give our products more credibility."

Darren Rovell, who covers sports business for ESPN.com, can be reached at darren.rovell@espn3.com.