Saturday, September 15, 2007

Nintendo takes the gloves off and puts Wii Fit into the ring

Nintendo executives believe that a fitness game could deliver a knockout blow to its rivals as the company seeks to dominate the world of consoles.

According to sources close to Nintendo, hopes are high that Wii Fit will convert non-traditional audiences, such as 20-to 40-year-old women, to video games. Worldwide sales of the Nintendo Wii console have already overtaken those of Microsoft’s Xbox 360 and Sony’s Playstation3.

In Nintendo’s Japanese home market, its drive to convert entire families into “casual gamers” via easy-to-understand software titles appears to be paying off.

Analysts in Japan are particularly excited by the prospects of Wii Fit because of recent sales of an exercise DVD series called Billy’s Boot Camp. The series recently sold its millionth copy in Japan in a marketing success that has baffled the traditional sports goods industry and revealed a surprise appetite for fitness instruction in front of a screen.


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