Taking a leaf out of Apple's book, have been opening a number of bricks-and-mortar real world stores, promoting and selling the Active range of fitness games in the United States.

San Francisco already has a store, and now we hear that Boston is getting an outlet too.

Special demonstrations of the software are on offer in store, from professional users, EA clearly hoping to attract the non-gaming lifestyle crowd via this approach.

It is unclear whether more EA Sports Active stores are planned, either in the US or elsewhere, perhaps because this is something of an experiment for the publisher.

By Luke Guttridge