EA Sports Prepares Active Branded Peripherals

Electronic Arts has announced that it has entered into agreements with companies like Sakar, Sunflex, Accessories 4 Technologies and IMG in order to create a line of peripherals that will have the EA Sports brand and that will be sold worldwide beginning with this year. The deal between the companies is applicable to new devices, which can be used to control videogames, multimedia players, computer accessories, iPod add ons and other gadgets.

Glenn Chin, who is the brand marketing vice president at EA Sports, stated that “Each of these new partnerships offers EA SPORTS new ways to improve our consumers’ experience and deepen their connection to the fabric of sport. With our games, we always strive to deliver innovation, authenticity and fun. We see a tremendous opportunity with these partners to bring those qualities to life in unique and exciting new products for EA Sports.”

The first devices that will be released are related to EA Sports Active, the fitness title that Electronic Arts has put out for the Nintendo Wii and that has managed to gain a significant following. Sunflex Europe is said to be creating 20 such new peripherals at the moment but the companies are not stating exactly what their functionalities will be.

The move can be seen as part of the strategy Electronic Arts is implementing to attract a wider audience to its titles, especially the more easy to pick up and play ones, like EA Sports Active and other games released on the Nintendo Wii.

Nintendo successfully managed to convince players that the Balance Board peripheral is needed to fully enjoy Wii Fit and its Plus sequel but that happened mainly because of the wide appeal of the Nintendo title and the fact that its game was the first on the market. Electronics Arts seems prepared to release a wider array of peripherals and its move might backfire.