EA Sports boss Peter Moore has told MI6 that EA Sports Active makes the company feel "uncomfortable".
Apparently this is a good thing.
"They say that if it makes you feel uncomfortable, it’s innovative,” Moore said.
“[EA Sports Active] makes us feel very uncomfortable. We drip with testosterone. We are all about male-fueled angst, agony, delight in sport.”
Whereas the average player of EA Sports Active will “probably be a woman, 35, with two kids at home,” who wants to stay fit, Moore said.
There's more on VentureBeat. EA Sports Active ships on May 22.