Ars Technica reports that GameStop and the National Women's Health Resource Center have teamed up to promote healthy habits for women of all ages in the form of the Fit at Any Age project. The project's site offers health tips for women by age group (20s through 50s), and includes all kinds of useful information for women looking to stay happy and healthy. It has all the makings of a beneficial and educational project, and it's a great way to promote the healthier side of gaming.
On the other, slightly creepier hand, the site's primary objective is to not-so-subtly move copies of EA's Sports Active fitness training game for the Wii being released this week. And to help push the goods are celebrities such as Marg Helgenberger (CSI), Virginia Madsen, Michelle Trachtenberg (Gossip Girl) and Ana Ortiz (Ugly Betty), who participated in brief health-related Q&A sessions for the site. I understand that the site is basically a marketing campaign in educational drag, but it all still feels a bit weird.
Although, educating as many women as possible about Sports Active does have its benefits, especially for those people who innocently give a copy of the game to their girlfriend or wife, because they really thought their girlfriend/wife would like it, not because they are out of shape or anything, but because women now make up 40 percent of the gaming market, and this seemed like something they would enjoy, and that was really all that was going through their mind when they bought it...At least, thats how I suspect the fight might go...