EA Sports Active – The All-New Heart Pumping, Calorie Burning Workout

November 13, 2008

BREAK A SWEAT WITH EA SPORTS
ACTIVE – THE ALL-NEW HEART PUMPING, CALORIE BURNING WORKOUT

EA SPORTS Active Coming in Spring
2009; First in New Line of Fitness Products

Do you find there are too few hours
in the day to run a household, hold down a job and fit in a workout? Or, are you
just getting bored of the same old fitness routine? EA SPORTS™, a label of
Electronic Arts Inc., today announced the development of EA SPORTS™ Active, an
innovative new customizable and personalized fitness product that will get you
motivated to move in the comfort of your home. EA SPORTS Active will launch
exclusively for the Wii™ worldwide next spring.

Developed in collaboration with
fitness experts, including Bob Greene – renowned exercise physiologist, author
and Oprah’s personal trainer – EA SPORTS Active is perfect for the whole family,
though designed specifically for women seeking a simple, fun and cost-effective
way to achieve a healthy lifestyle. The product will be the first in a new line
of EA SPORTS fitness and sports performance products in development to improve
the well-being of people of all ages.

“EA SPORTS Active and our entrance
into the fitness space is an exciting and groundbreaking milestone for EA
SPORTS,” said Peter Moore, president, EA SPORTS. “As we continue to expand our
brand, we have a real opportunity to redefine the home fitness experience with a
more Western cardiovascular approach and exercises that will appeal to a diverse
audience, getting people off the couch and into shape while interacting with our
products in a way never before possible. EA SPORTS Active costs less than a gym
membership, it provides a variety of exercises unlike a one dimensional in-home
fitness contraption, and it delivers an interactive experience that you don’t
get from a DVD – this is a true fitness revolution and a space in which we
intend to be leaders.”

EA SPORTS Active features a wide
variety of interactive activities combined into a circuit that target both the
upper and lower body as well as cardio, and supports two players to allow family
or friends to get fit together. EA SPORTS Active provides a new level of
motivation with on-screen, real-time feedback on your workout such as calories
burned, while also allowing you to adjust intensity levels. EA SPORTS Active
ships with two specially-designed leg straps that hold the Wii’s Nunchuk
controller to track lower body movements, as well as a resistance band to
support a number of upper body strength training exercises.

“One of the most frequent questions
I am asked is how to get fit at home – especially from busy moms. EA SPORTS
Active provides a fun and effective workout that targets your upper body, lower
body, and gets your heart pumping in just 20 minutes a day,” said Greene. “It’s
a great way to get moving when you can’t get outside or you only have a short
amount of time at home. In addition, I like the variety of exercises that it
provides – one of the many reasons it has earned the Best Life seal of
approval.”

EA SPORTS Active features a “30 Day
Challenge,” a fitness road map for players to reach their fitness goals with the
guidance of a virtual trainer. The Challenge provides a new, 20-minute workout
every time a player exercises, including clear instruction, feedback on
technique and positive encouragement throughout the workout. Each circuit will
feel different and increase in intensity as fitness levels improve to help you
work up a sweat and work toward your fitness goals. Users can also create their
own custom workouts that vary in activity, duration and intensity, and the Wii
Balance Board will add functionality to many exercises.