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Konami of America has announced a partnership with North American fitness chain 24 Hour Fitness that will cross-promote the concept of its Dance Dance Revolution s...

Simon Carless, Blogger

September 29, 2005

1 Min Read

Konami of America has announced a partnership with North American fitness chain 24 Hour Fitness that will cross-promote the concept of its Dance Dance Revolution series as an 'exergaming' product, positioning it as both positive for losing weight and getting in shape. According to online reports, 24 Hour Fitness will use versions of Dance Dance Revolution in Kids’ Club sessions at the chain, and in addition, dance mat-bundled copies of the currently available Dance Dance Revolution Extreme 2 for PlayStation 2 and the forthcoming Xbox SKU of the title will arrive with a 30 day voucher for 24 Hour Fitness. Independent studies are already testing the effectiveness of DDR, which has a 'Calorie Mode' for weight loss built in to many recent versions of the franchise. In fact, earlier this year, The West Virginia Public Employees Insurance Agency, which provides insurance to public sector workers such as teachers and government officials, recruited 85 children to take part in a study using Dance Dance Revolution for encouraging weight loss. Other recent game titles, including Respondesign's Xbox and PlayStation 2 title Yourself! Fitness and Sony's PS2 game EyeToy Kinetic, developed in association with Nike, have also advanced the 'exergaming' trend significantly. Clara Gilbert, Director of Business Partnerships at Konami Digital Entertainment - America, commented with regard to this announcement: "Bringing the health and fitness benefits of DDR to 24 Hour Fitness is an unbeatable combination in helping kids and adults stay in shape while having fun. By placing DDR in 24 Hour Fitness locations we strive to help kids and adults achieve their fitness goals in an unintimidating and fun way."

About the Author(s)

Simon Carless

Blogger

Simon Carless is the founder of the GameDiscoverCo agency and creator of the popular GameDiscoverCo game discoverability newsletter. He consults with a number of PC/console publishers and developers, and was previously most known for his role helping to shape the Independent Games Festival and Game Developers Conference for many years.

He is also an investor and advisor to UK indie game publisher No More Robots (Descenders, Hypnospace Outlaw), a previous publisher and editor-in-chief at both Gamasutra and Game Developer magazine, and sits on the board of the Video Game History Foundation.

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