Nintendo Launching "Wii Fit" Exercise Games Targeted at Women

Young male gamers may soon be shocked to find themselves competing with their moms for use of their Wii gaming console. Nintendo is attempting to broaden the gaming market (which is currently dominated by young men) to women with the release of a new product on May 19th called the Wii Fit. This add-on to the gaming system is a $90 attachment that expands the games that can be played on the Wii to things like yoga and push-ups. It also tracks the user's weight and body mass index.

The Wii Fit is already on the market in Japan, and is very popular there. Nintendo is planning a massive marketing campaign for the Wii Fit in the U.S., which includes a huge PR push. It will be featured on TV, as well as outdoor and print ads. Just last week Diane Sawyer tested it on Good Morning America. Interestingly, Nintendo is marketing this product slightly differently in order to suit the different target audience. It is holding most of the ads until the product is on the shelves, rather than engaging in mass media advertising to drum up excitement before the product is launched. Nintendo says that, unlike the core gamers, the targeted women and moms won't be willing to wait a few weeks before they can buy the product - hence the shorter time span between the start of advertising and the product being available.

Will Nintendo alienate its young male core gamers by introducing exercise games targeted at their moms? They don't think so. Perhaps everyone in the family will use it! Nintendo of America's executive VP of sales and marketing says:

The soccer is fun, and the strength training is really hard to do. There is nothing wimpy about the product. It will challenge everyone in the household, and that will keep the product's appeal really strong and broad.

Time will tell. I think it sounds like an interesting idea - the standard at-home exercise tape or dvd with a twist. However, its success might depend upon how willing the female target audience is to using this new medium as a way for them to do their at-home exercises. On the other hand, even if they are willing to try it, sales of the Wii Fit could be seriously compromised if consumers need to first buy a Wii, but have trouble getting one. If that happens, these busy women might just go back to their exercise tapes and not give the Wii Fit a second chance.

Full article: http://online.wsj.com/article/SB120889895144235997.html?mod=todays_us_marketplace