A-Level Media - SIMS Freeplay - Industry

Summary

This guide explores 'The Sims FreePlay,' a mobile game developed by EA Mobile and Firemonkeys Studios, subsidiaries of Electronic Arts. Highlighting EA's vertical and horizontal integration in game development and publishing, the video discusses the game's success with 200 million installs and its availability in 11 languages. It delves into the freemium model, emphasizing constant updates to maintain player engagement and in-app purchases. The video also touches on EA's strategic partnerships for in-game advertising and the game's PEGI 12 rating due to mild adult themes. Lastly, it mentions the game's ban in some countries due to LGBTQ+ relationships and the importance of audience feedback in game development.

Takeaways

• 🕹️ Sims FreePlay is a mobile game developed by EA Mobile and Firemonkeys Studios, both subsidiaries of Electronic Arts.
• 🔍 EA is a leading video game company known for franchises like FIFA, Command & Conquer, and Mass Effect, and is both horizontally and vertically integrated.
• 🌐 The game targets a global audience, being available in 11 languages, and has seen 200 million installations to date.
• 📲 Mobile gaming has become a significant industry, with EA Mobile alone having over 800 employees and nine global offices.
• 💰 EA's financial success is vast, with nearly six billion dollars in annual income and 9,800 staff across 44 studios worldwide.
• 🏆 The Sims franchise was originally developed by Maxis, which was later acquired by EA, demonstrating EA's strategy of horizontal integration.
• 🛠 The game requires constant updates to keep the audience engaged and encourage in-app purchases, which is a key revenue stream.
• 🛍️ EA has formed partnerships for in-game advertising and sponsored content, such as with the clothing brand Macheist, to generate additional revenue.
• 🎮 Sims FreePlay is rated 12 by PEGI and the VSC due to mild references to adult themes, but uses censorship to make it suitable for younger audiences.
• 🚫 The game faces regulatory challenges, being banned in seven countries primarily due to its allowance of LGBTQ+ relationships.
• 📊 EA engages with its audience by incorporating their suggestions, such as the addition of pregnancy features, to maintain player interest and satisfaction.

Q & A

What is Sims FreePlay and why is it relevant for AQA A-Level students?

Sims FreePlay is a mobile game developed and published by EA Mobile and Firemonkeys Studios, subsidiaries of Electronic Arts. It is relevant for AQA A-Level students because it is a set video game on the AQA A-Level specification, allowing students to study its development, industry impact, and business strategies.

Which companies developed and published Sims FreePlay?

Sims FreePlay was developed and published by EA Mobile and Firemonkeys Studios, both of which are subsidiaries of the larger video game company, Electronic Arts.

What does it mean for EA to be both horizontally and vertically integrated?

Being both horizontally and vertically integrated means that EA can develop games through its subsidiaries like EA Mobile and Firemonkeys Studios, and also publish the games themselves without outsourcing to another company. This saves money, gives them more creative control, and allows them to reach a wider audience.

How has the growth of mobile gaming impacted EA Mobile and the industry as a whole?

The growth of mobile gaming has significantly impacted EA Mobile and the industry by shifting audiences away from console games to mobile platforms. This has led to an increase in the mobile gaming sector, with EA Mobile having over 800 employees and nine global offices, reflecting the industry's expansion.

What was the original company that developed the Sims franchise?

The Sims franchise was originally developed by a company called Maxis, which was later acquired by EA, integrating the franchise into their portfolio.

How successful has Sims FreePlay been in terms of installations and global reach?

Sims FreePlay has been highly successful with over 200 million installations to date. It is also available in 11 different global languages, helping it target a worldwide audience.

What are the differences in production practices between mobile games and traditional console games?

Mobile games like Sims FreePlay require constant updates to reflect changes in mobile technology and to keep the audience engaged, whereas traditional console games are developed and released in a more linear fashion, with less frequent updates post-launch.

How does EA encourage audiences to keep playing Sims FreePlay and make in-app purchases?

EA encourages continuous engagement and in-app purchases by regularly updating the game with new features, such as adding a second story to homes, pets, balconies, and pools. These updates keep the game exciting and prompt players to spend real-life money on in-game currency and items.

What is the role of synergetic partnerships in EA's revenue generation strategy for Sims FreePlay?

Synergetic partnerships involve collaborations with other companies and brands for advertising within the game, such as sponsored content or pop-up ads. An example is EA's partnership with the clothing brand Maschino, which allowed the brand's clothing to be featured in the game for players to purchase, generating additional revenue.

How does the game's rating and content regulation impact its global audience?

Sims FreePlay received a 12 rating from PEGI and the VSC due to mild references to adult themes. While the game censors explicit content, its allowance of LGBTQ relationships has led to bans in seven countries, primarily in Asia, highlighting the challenges of global content regulation and audience acceptance.

What strategies does EA employ to ensure audience satisfaction and engagement with Sims FreePlay?

EA engages with the audience by responding to their requests and suggestions, such as incorporating the feature of pregnancy in the game based on player feedback. This approach helps to keep the audience satisfied and encourages them to continue playing the game.