EA Sports Active

The phenomenal success of Nintendo’s Wii Fit has blown open a market that was previously untapped – the fitness-crazed female.

EA is confident that it can take a big chunk of this newly-created market segment with EA Sports Active – which takes Wii Fit’s aims to the next level, with perhaps the most rigorous excecises ever connected to a console. In fact, the publisher is so happy with the product, it’s begun calling it ‘a new platform in itself’.

The title, which ships with a specially designed leg-strap to hold the Wii’s Nunchuck controller to track lower body movements, allows players to increase intensity levels.

Most temptingly for the exercise-hungry housewife will be the ability to count the calories you’ve burned – and the set circuits that the target upper body and lower body as well as cardio. For instance, players will be able to start off with a run, followed by bicep curls before getting their heart beating with some cardio boxing. EA claims the title will allow consumers to ‘get fit and have fun in minutes a day’. But EA Sports president Peter Moore says its influence could be much more important than that – forming a key role in the groundswell of ‘good’ games that challenge negative thinking about the industry.

“I’m very proud of Active,” he tells MCV. “And I’m very cognisant of some of the abuse gaming gets, particularly here in the UK – people saying games are bad for you, especially in the tabloid press, most especially the Daily Mail.

“Active is also the first game that I was around for its creation. It’s been very interesting to think about how EA Sports starts talking to female consumers.”

The title features a 30-Day Challenge – a fitness roadmap for players to reach their fitness goals with the guidance of a virtual trainer. The Challenge provides a new, 20-minute workout every time a player exercises, including clear instruction, feedback on technique and positive encouragement throughout.

STAYING POWER

Users can also create their own bespoke workouts, which vary in activity, duration and intensity, whilst the Wii Balance Board adds functionality to many exercises.

“This is more than a new franchise,” adds Moore. “I call it a new platform. We’re delighted as it doesn’t canabilise our existing business. I’m not making a FIFA consumer choose between products. This is a wife, girlfriend, mother market.

“We spent a lot of time on how to build that brand architecture. It’s bigger than a product, it’s bigger than a brand. In the teeth of a recession, having a personal trainer in a box is a really good deal.”

Expect a major marketing campaign from EA over the next few weeks, encompassing national TV, online and print. And, according to Moore, retailers should even keep some room on shelves in coming months and years for add-ons: “Think of expansion packs: a sport-specific version, core abs workout, yoga,” he says.

“And we can build and release other peripherals around it. But we wanted a core fitness product first.

“We’re also announcing new retail channels for this over the coming weeks. Where can we go with our brand? Stay tuned on that, and think along the lines of this is more than a game.”