THQ is pumping £1m into marketing its new male-focused keep-fit title, UFC Personal Trainer.
Unlike other fitness games on the market, it features specific mixed martial arts exercises used by Ultimate Fighting Championship competitors. This is part of a bid to win over the male gamer as well as female fitness fans.
The Xbox 360, PS3 and Wii title – out on July 1st – is being backed by a series of TV and video-on-demand ads over four weeks, as well as online ads, print advertorials and POS materials at retail.
“Our marketing focus is based around two different audiences,” THQ’s associate product marketing manager John Aikins told MCV.
“Firstly our UFC fan who isn’t currently going to the gym – we plan to reach this audience through our TV sponsorship around UFC programming on ESPN.
“Secondly the lapsed exercise male, who has put on some weight because his metabolism’s slowed down but his drinking and eating habits haven’t changed since his early 20s. We plan to reach him with an extensive TV, online and advertorial campaign. Our PR campaign will also focus on the female fitness gamer looking for a harder workout.”
THQ also says UFC Personal Trainer will expose the UFC brand to consumers outside of its core fanbase, who are already catered for with the publisher’s UFC Undisputed fighting series.
Fitness games have been increasingly popular in recent years. Nintendo’s Wii Fit has sold over 4m copies in the UK, and 505’s Zumba Fitness has topped the charts three times this year.