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Wii maker pushing weight-loss games to women
Nintendo is rolling out a console attachment that lets users do yoga or push-ups and measure body mass. A company executive says the goal is expansion of the Wii's market without alienating core gamers.
Nintendo's Wii gaming console introduced sedentary gamers to the idea of moving off the couch. Now Nintendo (NTDOY, news, msgs) is coming out with the Wii Fit, an add-on to the gaming system designed to appeal to women looking to lose weight.
The $90 attachment, dubbed the "Balance Board," expands the range of games that can be played on the Wii to include activities such as yoga and push-ups. The Balance Board -- which resembles bathroom scales -- also tracks a user's weight and body-mass index.
The Wii Fit is a daring move for Nintendo, aimed at broadening the gaming market -- dominated by younger men -- to women.
To get their attention, the company plans a massive marketing campaign ahead of the product's release in the United States on May 19, including a public-relations effort now under way. Television, outdoor and print ads begin the week the product becomes available. Ads via Omnicom Group's Goodby Silverstein & Partners will carry the tagline: "How will it move you?"
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Nintendo is rolling out a console attachment that lets users do yoga or push-ups and measure body mass. A company executive says the goal is expansion of the Wii's market without alienating core gamers.
Nintendo's Wii gaming console introduced sedentary gamers to the idea of moving off the couch. Now Nintendo (NTDOY, news, msgs) is coming out with the Wii Fit, an add-on to the gaming system designed to appeal to women looking to lose weight.
The $90 attachment, dubbed the "Balance Board," expands the range of games that can be played on the Wii to include activities such as yoga and push-ups. The Balance Board -- which resembles bathroom scales -- also tracks a user's weight and body-mass index.
The Wii Fit is a daring move for Nintendo, aimed at broadening the gaming market -- dominated by younger men -- to women.
To get their attention, the company plans a massive marketing campaign ahead of the product's release in the United States on May 19, including a public-relations effort now under way. Television, outdoor and print ads begin the week the product becomes available. Ads via Omnicom Group's Goodby Silverstein & Partners will carry the tagline: "How will it move you?"
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