TRIMMING the lengths of games and quarters is something the AFL should seriously explore, Essendon CEO Xavier Campbell says.  

AFL games run for close to two-and-a-half hours with quarters spanning 20 minutes, plus time on.  

There are six minutes in between the quarter and three-quarter time breaks and 20 minutes at half-time.  

Consumer trends are showing that shorter games are being better received by the public, according to Campbell, and he said it was important to challenge the norms.  

"For us, I think there are opportunities to challenge traditional thinking and a lot of that probably goes to the heart of the length of the game and how the season looks," Campbell told Fairfax Media.  

"Although our attendance numbers are probably saying we're still increasing attendance-wise, ... I think now's the time to look at what we think potential change could look like in that space.  

"And I think the AFL would be open to what that looks like."  

Campbell said the AFLX tournament, which consisted of a modified version of the game, had a lot of merit, particularly with the fast-paced nature of the game appealing to AFL novices.  

Campbell was among the AFL club officials who recently attended the Super Bowl in Minnesota and said he took some key learnings out of the event.  

He said 15-minute quarters plus time-on was about the right formula, but was at pains to say that the existing schedule was not broken.  

"Is there other ways to add more value at front and end of the game for fans, for broadcast?" Campbell said.  

"It's all different thinking, I'm not necessarily saying it's right or wrong, but it's a good time to challenge the way we consume our game and the way we present our game."