Microsoft might have wowed E3 attendees this morning with news of its Project Natal 3D camera, but Ubisoft said at its press event today that it didn't want to wait until Christmas 2010 to innovate with camera interfaces.

Instead, it is launching its own device, specifically for the Wii, later this year.

Designed to support new fitness game Your Shape, the camera helps create a fitness game that requires no other peripherals except for other exercise equipment.

VP of sales and marketing Tony Key said the game and hardware represented "a new era in fitness gaming".

"There's lots more innovation to be hand in this young genre," he said, pointing out that Wii Fit, and Ubisoft's own My Fitness Coach (pictured) have spearheaded growth in the category.

And in a pointed reference to rival title EA Sport Active and its nunchuck-holding strap, he said "And it's not with a $20 rubber band."

Kee said that Ubisoft has worked closely with Nintendo on the new camera, which plugs into the Wii's USB port.

The game should be in shops in time for Christmas.