IMO a lost cause thinking that a video game is the best way for the CFL to market to kids. And yes, I understand how popular video games are.
The same kids that consider the CFL second-rate, and therefore not worth following, are automatically going to consider a CFL game, even in the unlikely event that it is an equal-quality game, to be second-rate. And if the game quality, real or percieved, is even a bit lower than a Madden game, it will only lower the reputation of the CFL among kids and gamers.
Kids generally aren't much into nuance or don't care about objective measures of quality - most of them are naturally drawn to the loudest, flashiest, biggest, baddest spectacle they can find. Trying to convince them that the CFL is BETTER, or even as good as, the NFL is like trying to convince them that Mozart is better than Slipknot - a complete waste of time.
The CFL is a niche product, and you can't market a niche product by matching the 800-pound gorrila in the market blow for blow. You have to find something different about what you have to offer, and make sure you do that extremely well. IMO, the greatest asset that the CFL has to offer kids and new fans is the live event. Think about the really great games that most longer-time fans remember and still talk about, and how it felt to be there - kids more than anyone love that kind of rush. Most Canadian kids don't get to travel to NFL games, so the live professional football experience is something the CFL can offer uniquely until they are old enough to travel on their own.
You still have to be smart and work hard to get the kids out to games, and work even harder to create an experience that will make an impact, and that ain't necessarily easy, but if it's your major asset it's worth the effort. Once you get them hooked on the live experience, they'll start to appreciate the nuances, they will likely become fans and it's much easier to get them to watch the tv games, buy the gear, etc. Grumpy older fans can probably help the cause by not whining so much about things like between-play music, t-shirt/hotdog cannons and hiphop halftime shows - yeah, you're there for the game, but a lot of fans don't yet know and love the game like you do, so that other stuff is for them.