Electronic Arts climbs on board the fitness wagon

by Mike Bantick

Monday, 17 November 2008

Page 1 of 2 ! Having shifted resources towards the Wii platform, EA are now bearing the fruit of their investment.  EA SPORTS Active is described as “.. an exciting and groundbreaking milestone for EA SPORTS” by EA SPORTS president Peter Moore, but is it just Moore of the same?  You be the judge. Much of what happens in the world of video game development can be described as coming from two camps; those that innovate and those that copy.  EA SPORTS have announced their own entry into the feel-good-get-fit arena of video games for the Nintendo Wii.  EA SPORTS Active is actively being developed, and will ship this coming [southern] autumn. The “game” is being developed in collaboration with fitness experts, including Bob Greene – renowned exercise physiologist, author and Oprah Winfrey’s personal trainer  (How fit is Oprah these days?). “EA SPORTS Active and our entrance into the fitness space is an exciting and groundbreaking milestone for EA SPORTS,” said Peter Moore, president, EA SPORTS. “As we continue to expand our brand, we have a real opportunity to redefine the home fitness experience with a more Western cardiovascular approach and exercises that will appeal to a diverse audience, getting people off the couch and into shape while interacting with our products in a way never before possible. EA SPORTS Active costs less than a gym membership, it provides a variety of exercises unlike a one dimensional in-home fitness contraption, and it delivers an interactive experience that you don’t get from a DVD – this is a true fitness revolution and a space in which we intend to be leaders.” If you haven’t already had your fill of Eye-Toy Kinetic on PlayStation or Wii Fit on the Wii then EA SPORTS Active offers a wide variety of interactive activities combined into a circuit that target both the upper and lower body as well as cardio, and supports two players to allow family or friends to get fit together. “One of the most frequent questions I am asked is how to get fit at home – especially from busy moms. EA SPORTS Active provides a fun and effective workout that targets your upper body, lower body, and gets your heart pumping in just 20 minutes a day,” said Greene. “It’s a great way to get moving when you can’t get outside or you only have a short amount of time at home. In addition, I like the variety of exercises that it provides – one of the many reasons it has earned the Best Life seal of approval.” More details about EA SPORTS Active are provided on Page 2. << First page <   1 2 Next page > Last page - Post your comment >>

 

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