Ubisoft targets tweens with new casual range

The Ener-G range of games will be released in the US later this year and are designed for the age 6 to 14 demographic of girls.

The games feature dancing, gymnastics and horse riding, 'three fun and physical activities that emphasise social interaction', said Ubisoft.

Ubisoft added that as the number one publisher on DS - and the leading publisher of games for 'tweens' thanks to its Imagine range of games - the move further grows its Games For Everyone casual games strategy.

"In 2007, the market for video game software for girls exploded, and Ubisoft's Imagine and Petz video game series for Nintendo DS were huge drivers of that success," said Tony Key, senior vice president of sales and marketing, North America, at Ubisoft.

"This year, Ubisoft is furthering its leadership in the category with the launch of Ener-G, a new girls' sports brand dedicated to providing 'tweens with an immersive way to play sports, socialize and network with their friends. Now, girls will have more ways to play than ever before."

The new followed on that Ubisoft was further growing its already large portfolio of Imagine games for the Nintendo DS.