NEWS Games eclipse fitness DVD market
Nintendo’s Wii Fit titles pass 4.4 million sales mark, outperforming top-selling celebrity workout videos by Dominic Sacco
FITNESS VIDEO games are outselling their DVD rivals according to Chart- Track figures.
In the UK, Davina McCall’s best-selling range of fitness DVDs have sold 830,000 copies in the last four years according to the British Video Association. In comparison, Wii Fithas
sold 4.4m copies across the UK since April 2008. Nintendo’s UK marketing manager Rob Lowe told MCV: “Wii Fitis already bigger than any fitness DVD out there. “Wii Fithas sold over 3m units, while Wii Fit Plushas sold more than 1.4m according to Chart-Track.” These figures suggest fitness games perform well over a longer period of time
Battle of the Sexes begins Wii assault
by Dominic Sacco
MASTERTRONIC is distributing a new party game this Christmas that will finally decide who’s best: men or women? The Ultimate Battle of the Sexes– out today (Friday, December 17th) – is a mini- game collection for Wii that pits men against
women in a range of tasks.
Each mini-game plays on a gender stereotype such as dancing, suitcase packing, insect killing, catwalking, barbecuing and more.
www.mcvuk.com The title is published by
Dtp Young and distributed by Mastertronic in the UK. It has an RRP of £24.99. “We’re very pleased to strengthen our relationship with Dtp Young working on this new venture,” said Mastertronic sales director James Cato. “Battle of the
Sexesis a fun way to finally get an answer to those
eternal questions – are men completely inept at
multitasking and are women incapable of parking a car?” Mastertronic: 01480 377473
by James Batchelor
THE NEW Ultimate Lithium battery from Energizer will be promoted by IGN this Christmas, thanks to a new sponsorship deal.
The partnership between the two companies will run for one month, during which Energizer’s latest product will appear on IGN’s Guys’ Xmas Guidemicrosite. Two Energizer-branded videos will appear on the microsite, as well as the Xbox Live Marketplace as part of IGN UK’s ongoing content deal with Microsoft. Energizer will also sponsor IGN UK’s First Look event
as well as during the run-up to Christmas – where sales of fitness DVDs often spike. “Games provide a whole fitness programme that targets different areas of the body,” added Lowe. “The DVDs are more focused on one particular subject or type of fitness, and only last on average around 60 minutes.” Publisher Black Bean – which released Get Fit With Mel Bfor Kinect – said games can easily compete with workout DVDs at Christmas. “The fitness gaming genre is overtaking classic DVD products,” said
More people are working out with video games than the biggest fitness DVD releases
communication coordinator Davide Latina. “As well as Christmas, fitness games are becoming more appealing during the cold seasons.” Lowe added: “We definitely see a massive increase at
“
peak period for Wii Fitand this year is no different.” The fitness game market also expanded heavily this
With sales of 4.4m, Wii Fit is already bigger than any fitness DVD out there. Robert Lowe, Nintendo
year, with a range of titles for multiple platforms including Kinect. ShopTo’s marketing manager Phil Driver commented: “I think that Wii Fitpaved the way for crossover into this market and Kinect can now easily follow that.”
IGN UK powers up with Energizer sponsor deal
The Christmas gift guide is key to IGN’s new sponsorship deal
later this month, which will allow 30 consumers to try out EA’s Dead Space 2 before it arrives in January. Finally, the sponsorship deal will be extended to IGN UK’s sister website AskMen. “We are delighted to be working with such a globally
recognised brand on this major consumer campaign,” said IGN UK’s marketing director Rich Keen. “Energizer understands the value of our audience and what we can deliver through campaigns like this.” IGN: 020 3077 4000
December 17th 2010 7
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