I'm at the Games for Health Conference, which is sponsored by the Robert Wood Johnson Pioneer program.   A product manager from Electronic Arts (EA) gave the morning keynote about the success of their product launch for Sports Active, which is a fitness program that uses the Wii platform.  EA is well-known for its line of sports games, as well as other genres generally targeted at a male, video-game playing audience.

Sports Active is a new product that is aimed primarily at a female audience, specifically busy moms.