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Gender Dynamics the Key for EA Sports Active
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Gender Dynamics the Key for EA Sports Active

Electronic Arts enters into fitness gaming this week with the release of EA Sports Active for the Nintendo Wii. The game features a range of fitness activities plus mini-games that focus on specific sports like in-line skating and basketball. Generally,  EA Sports is a brand synonymous with male-skewing sports franchises like Madden, but as apparent from the box art, the title is being marketed more to women. So how do men and women compare in terms of key purchase metrics for the title?

Based on Nielsen Video Game Tracking data from last week, males have slightly higher purchase interest for the title (27% vs. 21%) but a larger percentage of females rank it as their first choice title to buy (4% vs. 1%). Overall, the title is well above norms in awareness and purchase interest compared to a database of titles, but the gender differences on these metrics highlight the unique task facing EA as it begins to roll out its marketing campaign. Fitness games may appeal more to females (the first choice comparison) but the EA Sports brand may have a built in following among males (the purchase interest comparison). It will be interesting to see how these gender dynamics play out in the marketing and success of the title.