MI6 Games Marketing Summit, Peter Moore talked about EA Sports' philosophy when it comes to Wii. He warned against unnecessary ports, stating that it's wrong to "simply take what you're doing on the PS3 or Xbox 360 and port – that's a dirty word – down to the Wii," noting that EA Sports learned this the hard way. Now, through things like the All-Play brand, EA Sports is starting to develop experiences specifically for that console from the ground up.
There's more to it than just that, as Moore points to a need for the company to develop "lifestyle" games, which is where EA Sports Active comes in. He says this game will help the company expand from the males that comprise the majority of its audience. Not that Moore wants to alienate them, though. EA Sports wouldn't exist without them.