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EA learnt from Sports Active 2 RRP

Ben Parfitt
EA learnt from Sports Active 2 RRP

Publisher EA has admitted that it made mistakes with the launch of last year's fitness title EA Sports Active 2.

The game failed to chart in the UK when it arrived at the end of November – complete with a £79.99 RRP.

However, it wasn't until the week ending January 8th when customers decided they wanted to get in shape and key retailers started discounting the game to between £45 and £50 that the title finally entered the charts, debuting in 13th place. It only dropped out of listings last week.

The slow start came despite EA's decision to hire the surely obscenely expensive services of England football star David Beckham to promote the game in the UK.

“We got clocked,” Riccitiello told a San Francisco audience, as reported by VG247. “EA Sports Active Kinect is one of the best experiences on Kinect; it’s a good experience.

“We learned there was no appetite in the holiday market for that premium price."

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Tags: price , ea , premium , rpp , riccitiello , sports active 2

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