The arcade machine manufacturer, Konami Amusement of Europe, is to break into the health and fitness market with the launch of its health entertainment division. The diversification follows the successful bid for a controlling stake worth 75,8 billion Yen in People Co. Ltd, owners of XAX, one of Japan's leading brands of health clubs. Relaunched as Konami Sport, the company plans to merge technology and entertainment with fitness said Judith Pugh, product manager of the health entertainment division. No one has explored the potential of making fitness more fun through interactive games equipment and we believe there is huge potential.
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