Console game publishers are working up a sweat in their efforts to win over a casual gaming audience.
Peter Moore, once a PE instructor but now head of EA Sports, says he has given himself some tough workouts testing its new Active personalised fitness product for the Nintendo Wii, but sees women as the natural target audience.
Women, consistently in the minority as game players, have been drawn to the Wii and the activities made possible by its motion-sensing controller. EA announced this day it will launch Active next March, leveraging the popularity of Nintendo’s Wii Fit and its balance board accessory, which resembles a lavatory scale.
EA is adding other peripherals including a resistance band and leg straps containing the controllers - enabling monitoring of fitness levels within a personalised workout programme.
“This will complement the Wii’s balance board, which is more about the Eastern philosophy of fitness with balance and
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