EA Sports Active is a fitness program developed by EA and is made for the Wii console. It will be released in May 19, 2009. It is a union between fitness and games, utilizing the Wii remote and other peripherals built by EA such as resistance bands and straps to let users work out while playing a Wii game such as playing tennis or running etc. The focus of the marketing is mainly mothers in their mid 30s, even though EA Sports president Peter Moore asserts that it is "gender-neutral, age-neutral, fitness-level-neutral." EA sports saw that the fitness-Wii market was proven by Wii Fit (a product launched last year selling more than 2.3 million copies and earning $210 million in the US alone). However, EA sports active complements that market: Wii fit is modelled after the East Asian way of fitness that focuses on stretching and balance, rather than weight loss favored in the west. That's exactly what EA Active is for.
