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Electronic Arts, the videogame maker that hasn’t made any revenue for seven quarters and is flaking 10 percent of its work force, is looking to women and Nintendo Co.’s Wii to repeal its fortunes. The fitness game “EA Sports Active,” set for a May release exclusively for the Wii, will be marketed to women with a blitz “at least” as large as the annual campaign for bestseller “Madden NFL,” EA Sports president Peter Moore said.

To hone the appeal to women, Moore enlisted television host Winfrey’s personal trainer, Bob Greene, to help develop exercises for the game and serve as a spokesman. He also hired a former marketing director for Paris-based L’Oreal SA, the world’s largest cosmetics maker, and is negotiating deals with sporting goods stores to sell the game.

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