Self Magazine Will Launch Fitness Game On Facebook

Condé Nast's Self magazine will look to flex its muscles in the Facebook social gaming sector with its March 19 launch of Workout in the Park.

Condé Nast’s Self magazine will look to flex its muscles in the Facebook social gaming sector with its March 19 launch of Workout in the Park.

The game is aimed at combining real-world fitness activities with virtual game play.

A companion mobile application, set to debut April 7, will help players track their progress toward meeting fitness goals and impact their avatars within the game.

Features within Workout in the Park include:

  • Players can create and customize their own parks;
  • Avatars reflect players’ individual body types and tones, and they change based on success within the game, which, in turn, is driven by real-life fitness accomplishments;
  • Avatars can don “hip” workout gear;
  • Mini-games and puzzles are part of game play, including mission elements that allow players to advance to higher levels;
  • Ongoing updates within the game are tied to real-life events;
  • Players can purchase virtual goods to customize their parks and avatars; and
  • The game can be accessed via mobile phones.

Condé Nast also highlighted sponsorship opportunities for advertisers that will be incorporated through the game, including:

  • Custom branding of game elements;
  • A branded on-site presence within game players’ virtual parks;
  • Branded virtual goods within the game; and
  • Integration of video and static ads.

Self Vice President and Publisher Laura McEwen created the concept Workout in the Park and collaborated with an in-house team, as well as Smerc, Live Gamer, and Kontagent. She said:

This game puts Self on the leading edge of one of the most vibrant consumer experiences just as the market for high-quality branded games, goods, and virtual services is exploding.

Self Workout in the Park will have a profound effect on our brand footprint as the number of female gamers has grown exponentially, now representing 55 percent of the 98 million social gamers in the U.S. Self is at the right place at the right time — the game is fun, funny, engaging, and captures women’s passionate interests in fitness, health, and wellness.