While Wii owners can't get enough of Wii Sports, when it comes to genuine, simulation style sports titles such as EA Sports' Madden NFL games, it's an entirely different scenario. EA has tried to tackle the problem with its "All-Play" design, which simplifies games for more casual Wii users, but that hasn't seemed to boost sales. While Madden sold over two million copies on PS3, Xbox 360 and PS2 combined in the U.S this past August, only a little over 100K copies were sold for the Wii.

"The challenge we face is that that consumer gets Wii Sports right out of the box and that's a sports experience that's good enough for a lot of people. That is a challenge for us at times," admitted Peter Moore, head of the EA Sports label, to MTV Multiplayer.

"Secondly, we're doing very well with the core consumer, migrating them to the Xbox 360 and PS3 and, quite frankly, if they're looking for that hardcore experience that's where they're buying that ... We are seeing multiple copy purchases in the home. As you well know, I was the proponent of the Wii60 in the early days. I think there's going to be a very strong multi-console ownership in homes. And I think that's bearing out. We are starting to see, anecdotally, two copies of Madden — one for the 360 or PS3 — and another copy for the younger kids or even for the wife or girlfriend on the Wii."

Moore added, "The bottom line is we knew what we weren't doing right. We've corrected that. We're seeing progress. Is it easy? No. Will we ever see attach rates for authentic sports games, for licensed sports games, on the Wii to the same we see on 360 or PS3? Probably not in this cycle. Are we going to see continued growth of both? Absolutely."

Of course, one way EA can go after the sports market on the Wii is to leverage that Wii Sports and Wii Fit audience. Earlier this month, the company announced EA Active, which will be a workout game similar to the popular Wii Fit.