Leveraging the Fitness Gaming Trend

Video games are generally discouraged as they contribute to a highly sedentary lifestyle. This has given rise to a new genre of games called Exergames (e.g., Wii Sports and Just Dance), that not only creatively make physical activity fun but also lets us play from the comforts of our homes. The first wave of these games was a massive hit and they have been increasing in popularity ever since.

Now, more and more of us are becoming fitness conscious as we struggle with obesity and related health issues. In fact, the global at-home fitness market is projected to grow at a compound annual growth rate (CAGR) of 5.8% from 2024 to 2032, according to Fortune Business Insights. Therefore, game developers, fitness app developers and fitness equipment manufacturers aim to tap into this trend.

We can anticipate the next generation of Exergames to enhance our workout gaming experience with spectacular 3D graphics, compelling plots, and challenging missions. The 2016 release Pokémon Go can be considered as a preview of what we are yet to see. Although not a workout game by nature, it brought millions of us outdoors; exploring the streets and backyards to collect Pokémons. The game took the world by storm through its innovative Augmented Reality (AR) capabilities, which enabled players to interact with their real-life surroundings.

So, Exergames need not be confined to a sports or dance theme, it can be anything that involves physical exertion like an adventure run, zombie escape, combat or even a manhunt – often classified as Active Video Games (AVG). Having identified this fitness gaming trend, technology leaders like Apple, introduced a fitness gaming mode on their smart watch, to track fitness goals, measure workout intensity and duration during game play.

Video games can be quite addictive, as the popular adage goes “once a gamer, always a gamer.” While extended hours of gaming can be a concern, an addiction to Exergames or AVG offers unexpected benefits as engaging in these activities encourages physical activity which helps to burn calories. When these games offer rewards like exciting prizes (e.g., game money, and new workout routine), unlocking a new character or level and social connectedness (i.e., multiplayer mode and live chat), they hold the power to become a fitness habit by motivating the player.

As gamers get immersed in a digital venue of entertaining experience that is visually stimulating, accommodating their personal goals (e.g., weight loss), and fulfilling their psychological needs of socialization and self-expression, time spent on the game becomes an important metric for developers. It will indicate the commercial success of the game and its subscription services. Also, game companies need to monitor where and how gamers spend their time and money. Such insights from game analytics can help make informed decisions on game improvisations, marketing strategy, and financial planning.

Overall, Exergames have begun to revolutionize exercising by gamification. Game developers of this genre can successfully engage players and expand their fan base with advanced game analytics.

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