The newly-exhibited sports games in the offing from Electronic Arts have been created with the aim of catering to the interests of a more diverse range of buyers. The "transforming the business and innovating" move appears to be EA's aggressive growth attempt.

Though the Redwood City, California-based company has more often than not managed to come up with original hits, some games have sunk without a trace. As a result, EA's game development costs have been increasing at a much faster rate than its revenues.

One of the big titles coming up soon is EA Sports Active - a fitness title for the Nintendo Wii - designed as a fitness program for people who actually desire to lose weight and stay fit.

The game guides people about fitness, and provides tools for tracking their activities and designing workouts. As per the EA spokeswoman, Jen Riley, the Wii controller with the game is designed to progress in difficulty level, and it can be personalized to focus on sports activities, cardio, upper body, or lower body.

In the mobile games sphere, EA exhibited a soon-to-debut edition of its offering for the iPhone - the Tiger Woods PGA Tour game, with seven 18-hole golf courses, five pro golfers, and customizable avatars. In addition, EA plans to roll out a horde of other games for the iPhone!