There is a huge market for keep-fit video game products. Just look at the ongoing success of titles such as Zumba Fitness and Wii Fit and you can understand why Sony would want in on some of the action itself.
Fitness games also typically perform even better over the winter holiday period, with users kicking off their New Year workout resolutions and getting in shape after the Christmas parties.
So Move Fitness, Sony’s new Move-compatible PS3 release, comes at the perfect time. Like other fitness titles it includes a customisable exercise programme, virtual personal trainers and a calorie counter. But it also boasts a number of unique selling points to set it apart, too.
The £29.99 game focuses on boxing-based exercises in a bid to alleviate the tedium of repetitive stretches. Users are tasked with hitting targets and performing punch combos in perfect timing using the PlayStation Move motion controllers, whilst utilising a more exciting first-person viewpoint. Players can compete with friends online and track their stats for some support, or let off steam in the game’s many fun challenges. These include smashing a destructible dummy to pieces by throwing punches, shooting basketball hoops or playing dodgeball.
Sony is aiming Move Fitness at men and women aged between 18 and 35 years old, as well as fitness enthusiasts, casual gamers and families. The format holder has kicked off a series of social media ads, online banners and a lifestyle PR campaign to ensure Move Fitness is a hit.