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Can Oprah's Trainer Shape Up EA

Boot Camp feature for Monday, February 2, 2009

Can Oprah's personal trainer help to shape up Electronic Arts? Bloomberg Boot Camp, a report on today's technology. These haven't been the best of times for Electronic Arts. It has lost its crown as the world's largest maker of video games...to Activision Blizzard....and more importantly...it has been losing money and cutting its workforce. But EA is mapping out a big marketing push for a new title that will arrive this spring....EA Sports Active. EA Sports President Peter Moore...says the new fitness game...exclusively for the Wii...is being aimed at women...

"It comes with a strap, actually two straps, that attach the Wii remote and nunchucks to your body. Twenty five exercises, music player, customization playlists, all of whom is aimed at an unusual consumer for EA Sports. Let's say a woman in her mid thirties who doesn't have the time to go to the gym. Maybe has a couple of kids. We think health and wellness is going to be a large part of what's going to draw our industry over the next four or five years. And who better than EA Sports to bring that to them?"

What's the potential...

"Who knows what the potential is. We're really just at the very beginning of putting our toe in the water of this."

EA is using Oprah Winfrey's personal trainer, Bob Greene, to develop exercises for the game...and to act as a spokesman. Nintendo has been selling its own Wii Fit title with a unique balance board....and Majesco Entertainment is trying to capitalize on its popularity with a title...Jillian Michaels' Fitness Ultimatum 2009. Bloomberg Boot Camp, I'm Fred Fishkin.