Electronic Arts is confident that it can overcome a crowded Wii market to rule the platform this year – with its new tennis title leading the way.

EA Sports Tennis is due for release on Wii later this year – and represents the first time the company has gone up against rivals 2K Tennis and Sega’s Virtual Tennis. The title will also arrive on other platforms in 2009.

Speaking to MCV, EA’s marketing director for the UK and Ireland Stuart Lang talked of the firm’s excitement over the release of its first tennis title – and the prospects of Stephen Spielberg’s Boom Blox as a long-term franchise.

“We’re particularly excited about the prospect of bringing EA Sports Tennis to the Wii in 2009 – there’s huge potential there,” said Lang.

“Obviously working with a recognisable brand or licence gives you a head-start in capturing consumer attention, but we believe there’s also scope to break new IP. That focus and commitment will also be channelled into breaking EA Sports Active as an essential fitness product for the Wii.”

Lang was speaking as part of MCV’s investigation into the industry’s growing fear about the amount of cheap third-party product ‘clogging up’ retail space.

“There’s a real need for focus, cut through and meaningful engagement with customers – be they players, parents or gifters,” he said. “This should concern us as publishers in our approach to development and marketing communications, as well as to the in-store experience.

“Some of our retail partners have been putting some great in-store experiential initiatives in place, to ensure their outlets are must-visit and must-experience destinations.  We’re keen to work closely with our retail partners to expand on these foundations.”

EA Sports President Peter Moore said of EA Sports Tennis: "As we look to expand the EA Sports brand and captivate sports fans from around the world with rich new interactive exeriences, it was obvious that the renaissance we're seeing in the sport tennis provides us with a big opportunity.

"Our new tennis franchise, coming first to the wii, will put fans right in the action and provide the entertinment, tension and drama that true champions feel in legendary matches."