Newly Released NMT

Wii Fit

http://e3nin.nintendo.com/wii_fit.html

The Wii Fit is part of the Nintendo Wii range that’s designed to be used with the Wii Balance Board. The new technology has replaced the traditional idea of simply using controllers to play a game, you can now do it in a more interactive style, and it is like a modern version of the dance mat in some ways, as well as replacing traditional methods of exercise. The technology involved is sophisticated enough to calculate the players BMI, weight and centre of gravity whilst keeping track of a user’s “Wii Fitness Age”, increasing the loyalty and adding competition to the game. The game is able to appeal to all ages creating a wide reach through the variety of activities offered on the Wii Fit game. It also provides an easier option to going to the gym as you can exercise in your own home allowing a time-shift for the user.

The game itself has over forty different exercises to do which are divided into four different categories which the player can pick from: aerobic exercise, muscle conditioning, yoga poses and balance games, all of which provide something for every member of the family throughout the generations. Alongside participation is the concept of interactivity as a user is able to pick their own personal route through playing the exercises also adding the concept of the game being non-linear. One limitation to the game is that it cannot calculate any data from quick movements which would have to be improved before further games (that are currently under development) are released.

For Nintendo, the Wii Fit has again put the company ahead of its closet rivals who haven’t, as yet, unveiled a rivaling product (with the exception of the PS2’s Eye Toy, which is now obsolete after the release of the PS3) which in turn has bettered the company’s image and increased profits, for example despite being released only in Japan, sales figures are nearing 1.2million copies. As the game and board can only be used with the Nintendo Wii, it is an example of vertical integration which again adds loyalty to the brand whilst the design of the product is an example of miniaturisation as it is smaller than past consoles.