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.

Outlines

00:00

🕹️ EA Mobile and Fire Monkey Studios: The Developers of Sims FreePlay

This paragraph introduces Sims FreePlay, a mobile game developed and published by EA Mobile and Fire Monkey Studios, both subsidiaries of Electronic Arts (EA). EA is a leading video game company known for franchises like FIFA, Command & Conquer, and Mass Effect. The paragraph discusses EA's business model, which includes both development and publishing, allowing for creative control and cost savings. It also highlights the growth of mobile gaming and EA Mobile's significant presence with over 800 employees and nine global offices. The success of Sims FreePlay is underscored by its 200 million installations and availability in 11 languages, targeting a global audience. The paragraph also touches on the challenges of mobile game updates and the importance of in-app purchases for revenue generation, exemplified by the game's constant updates to attract and retain players.

05:01

🤝 Synergy and Regulation in the Mobile Gaming Industry

The second paragraph delves into EA's strategic partnerships and marketing strategies for Sims FreePlay. It mentions synergetic collaborations with brands like Maschino for in-game advertising, which provides additional revenue streams. The paragraph also covers the game's marketing, including trailers that highlight new features like pregnancy and character growth, and the use of social media to engage the audience. It discusses the game's PEGI and VSC rating of 12 due to mild references to adult themes, and the challenges of regulating mobile games across different countries, especially considering cultural and legal differences. The paragraph notes that Sims FreePlay is banned in some Asian countries due to its allowance of LGBTQ relationships. It concludes by emphasizing the importance of audience engagement through responding to player feedback, as exemplified by the incorporation of pregnancy features based on player suggestions.

Keywords

💡Sims FreePlay

Sims FreePlay is a mobile game developed by EA Mobile and Firemonkeys Studios, subsidiaries of Electronic Arts. It is a freemium game, meaning it is free to download but generates revenue through in-app purchases. The game is relevant to the video's theme as it is a set video game for AQA A-Level studies. The script discusses its development, success, and updates, illustrating how it fits into the broader mobile gaming industry.

💡EA Mobile

EA Mobile is a subsidiary of Electronic Arts, a major video game company. It is one of the developers behind Sims FreePlay, as mentioned in the script. EA Mobile is based in the US and has a significant number of employees, reflecting the growth and importance of mobile gaming. The company's involvement in the development of Sims FreePlay is a key aspect of the video's discussion on the game's industry impact.

💡Firemonkeys Studios

Firemonkeys Studios is another subsidiary of Electronic Arts and a co-developer of Sims FreePlay. The script highlights the collaborative effort between EA Mobile and Firemonkeys Studios in creating the game. This partnership underscores the video's theme of industry collaboration and the role of subsidiary studios in developing successful mobile games.

💡Electronic Arts (EA)

Electronic Arts, commonly known as EA, is a leading video game company responsible for major franchises like FIFA, Command & Conquer, and Mass Effect. The script discusses EA's role in publishing and developing Sims FreePlay, as well as its horizontal and vertical integration within the gaming industry. EA's significant revenue and global presence are central to the video's narrative about the scale and success of the gaming industry.

💡Horizontal Integration

Horizontal integration, as explained in the script, is a business strategy where a company acquires or merges with its competitors. EA's acquisition of Maxis, the original developer of the Sims franchise, is an example of horizontal integration. This strategy is relevant to the video's theme as it demonstrates how EA expanded its portfolio and increased its profits by incorporating successful franchises into its company.

💡Freemium Model

The freemium model is a business strategy where a product or service is provided for free, with additional features available for a fee. Sims FreePlay operates on this model, as it is free to download but generates revenue through in-app purchases. The script discusses how this model encourages continuous player engagement and spending, which is integral to the video's exploration of mobile gaming economics.

💡In-App Purchases

In-app purchases are a source of revenue for freemium games like Sims FreePlay. They allow players to buy virtual goods, such as Simoleon coins, clothes, furniture, and other add-ons within the game. The script highlights the importance of in-app purchases for the game's profitability and player retention, which ties into the video's broader discussion of mobile gaming monetization strategies.

💡Synergetic Partnerships

Synergetic partnerships refer to collaborations between companies that create mutual benefits. In the context of Sims FreePlay, EA has formed partnerships with brands like Maschino for sponsored content within the game. The script mentions these partnerships as a way for EA to generate additional revenue streams and enhance the game's appeal, which is a key point in the video's examination of industry strategies.

💡PEGI

PEGI is the Pan European Game Information organization that rates video games for age appropriateness. The script notes that Sims FreePlay received a 12 rating due to mild references to adult themes. This rating is part of the video's discussion on the challenges of regulating content in mobile games, particularly in a global context with varying cultural and legal standards.

💡Cultural and Legal Differences

Cultural and legal differences refer to the varying social norms and regulations across different countries. The script points out that Sims FreePlay is banned in some Asian countries due to its allowance of LGBTQ relationships, illustrating the video's theme of navigating diverse global markets and the complexities they present for game developers and publishers.

💡Audience Engagement

Audience engagement is the process of interacting with and involving the audience in a way that increases their interest and participation. The script discusses how EA responded to player feedback by incorporating features like pregnancy into Sims FreePlay. This approach to audience engagement is highlighted in the video as a strategy for maintaining player interest and loyalty in the competitive mobile gaming landscape.

Highlights

Sims FreePlay is a set video game for AQA A-Level studies.

Developed by EA Mobile and Firemonkeys Studios, subsidiaries of Electronic Arts.

EA is a massive video game company known for franchises like FIFA and Mass Effect.

EA is both horizontally and vertically integrated, controlling development and publishing.

EA Mobile, a subsidiary, is based in the US with over 800 employees and nine global offices.

The game has seen 200 million installs to date.

Available in 11 global languages, targeting a worldwide audience.

Digital distribution reduces costs for developers and publishers.

Mobile games require constant updates to maintain audience engagement.

Sims FreePlay updates include adding a second story, pets, balconies, and pools.

In-app purchases are the primary revenue source, with players buying Simoleon coins.

EA forms partnerships for in-game advertising and sponsored content.

Sims FreePlay is based on the successful Sims franchise, minimizing risk for EA.

The game was marketed with a trailer highlighting new features like pregnancy and growth.

Rated 12 by PEGI for mild references to adult themes, with censored content.

Sims FreePlay is banned in seven countries due to LGBTQ+ relationships.

EA responds to player feedback, incorporating features like pregnancy.

Transcripts

hello and welcome to my easy to

understand guide to sims free play and

industry

this video is going to be particularly

relevant for you if you're studying aqa

a-level because sims freeplay is

currently a set video game on that

specification sims freeplay is a game

that has been developed and published by

two companies together that is ea mobile

and fire monkeys studios so they are the

two kind of developing companies that

were involved in this both of those

companies are subsidiaries of electronic

arts so um you know this idea that they

are um electronic arts ea is a is a

massive video game company they are

responsible for some really big

franchise games like fifa command and

conquer and mass effect so they have

quite a an existing success in video

games and therefore perhaps have some

pre-sold audiences themselves ea as a

company is both horizontally and

vertically integrated which means that

they can develop the games themselves

via things like ea mobile and fire

monkey studios but they can also publish

the games themselves too

so they were the people that published

the game as well and that means they

don't have to outsource publishing to

another company that saves the money and

gives them more power and creative

control

ea is a big company ea mobile which is

one of its subsidiaries is based in the

us and has over 800 employees and that's

just for ea mobile

they have nine offices globally so um

it's it's very very reflective of the

fact that mobile gaming has become a

really big industry uh both in britain

and around the world lots of audiences

now veering away from console games and

into mobile gaming

the parent company ea

um has nearly uh six billion dollars of

income every single year they have 9

800 staff and they operate out of 44

studios worldwide so an insanely massive

video game company

a company called mexis originally

developed the sims franchise um and ea i

guess recognized the potential of this

game and bought them out so it

horizontally integrated mexis into their

company and then mexican and that idea

then became their idea which was

developed by ea mobile and fire starter

sorry fire monkey studios so um

this horizontal integration the buying

out of other companies that are your

competition potentially is a great way

of of increasing your own profits and

shutting down the competition for your

other games

the game has been hugely successful 200

million people have installed the game

to date and that's probably a few months

old now the statistic so a huge number

of installs

the game is available in 11 different

global languages which really helps it

to target a global audience

of course the digital distribution of

games like mobile games via things like

the app store it's much cheaper than

console based games available as hard

copies like on disk so mobile gaming has

actually reduced the costs for a lot of

um video game developers and publishers

having said that there's obviously very

different production practices involved

in mobile gaming with a normal game

that's released on like a disc um you

you build up and up and up develop the

game and then release it and sell it in

the shops and you're done whereas with a

mobile game it has to be constantly

updated all the time um sometimes those

updates are to reflect updates in mobile

phone technology so when a new operating

system comes out you have to upgrade the

game code as well but also updates to to

make sure the audiences are still

playing and still logging on

and that's particularly true of these

freemium games these games that are free

to download but where they're making

their money off of in-app purchases you

have to keep people visiting the game

it's not just about getting them to

download it or buy the disk you have to

keep them visiting the game and

hopefully try and encourage them to buy

things within the game and the only way

you can do that is to keep updating the

game to make it seem more exciting so um

ea was able to do this by constantly

updating parts of the game to add new

things in so the ability to add a second

story onto your home in sims freeplay

was that was one of the updates the

ability to have pets

the ability to have a balcony the

ability to buy a pool or build a pool

these were all updates that were added

on after the initial game release

this was all to encourage audiences to

keep playing the game to return time and

time again and to keep making in-app

purchases those in-app purchases don't

forget how they're making their money on

this game so encouraging audiences to

spend real-life cash on simoleon coins

and things like that that they're going

to need to buy some of the stuff packs

within the game that's things like

clothes uh it could be furniture it

could be um you know add-ons uh all

sorts of things that you can buy within

the kind of sims store

to earn extra revenue ea has also formed

some synergetic partnerships with other

companies working with brands to offer

them opportunities to advertise within

the game that could be in app um pop-up

advertising or it can be sponsored

content within the game so for example

ea worked with maschino a clothing brand

and offered them the opportunity to

sponsor one of the more recent updates

so that

the brand's

clothing could be featured within the

app store for players to purchase these

synergetic partnerships um offer

opportunities for further revenue to be

earned by ea if you have a think about

hesmond halg and his idea of minimizing

risk and maximizing profit constantly

driving people with those updates to

keep playing the game is a great way of

maximizing your profits the fact that

sims freeplay is based on the sims

franchise and existing successful

franchise audiences would already be

familiar with it and perhaps might have

played it on pc or on consoles so having

it then released as a mobile game and as

a free version of the mobile game um was

a great way of maximizing your profit

and minimizing your risk because it's

part of an existing franchise

they marked the game using a trailer

which kind of picked out the best parts

it showed some of the new parts to the

game this idea of being able to be

pregnant in the game and have a baby and

then watch it kind of grow up so

you know marketing these new features to

audiences using the trailer and of

course the trailer was posted to their

social media pages like facebook twitter

and on youtube as well as well as other

a range of other content on their social

media channels which helped to engage an

audience

peggy is the regulatory body for video

games along with the vsc so the video

standards council

works alongside the peggy regulations

they gave this game a 12 rating

certificate and that is because it has

mild references to alcohol sex and other

adult themes so i guess because the

characters um you know can

have sex have babies um you know and

that there might be drinking within the

game that kind of thing it means that

they gave it this 12 certificate

although the game does show things like

sex nudity drinking etc um it does so in

a reasonably censored way so the game

makers actually use a kind of blurring

filter

to kind of block out any graphic content

to try and make sure that the game isn't

too graphic for younger audiences this

would hopefully make the game uh

more acceptable around the world now 12

certificates used to be quite a good way

of

any age certificate was quite a good way

of restricting an audience when games

were available on disk but actually when

a game is available on a mobile there's

very little checks going on about who is

downloading that game so mobile gaming

has caused quite a lot of issues in

terms of the regulation of these games

it's difficult to regulate an online

game as well because there are different

rules different laws in different

countries what is acceptable and allowed

in the uk isn't necessarily the same as

what's acceptable and allowed in other

countries in fact sims free play is

banned in seven other countries in

particular within asia um and that is

primarily because the game allows lgbtq

relationships um and so uh it's within

certain other countries where things are

perhaps culturally different are legally

different the regulations that we accept

within the uk

are not necessarily regulations that

encompass the whole of the world and

what is acceptable in those countries

the audience is really important for the

companies involved you know because you

need to keep them happy if you want to

keep them visiting the game so

responding to audience request is

important the makers ea actually did

quite a lot of interviews with the

players of sims and asked them what they

wanted in a freemium game and pregnancy

was one of the things that they said

came up time and time again so pregnancy

was incorporated within the game so

responding to fan suggestions is a great

way of trying to engage those audiences

into playing your freemium game

so that was my easy to understand guide

to sims freeplay and industry don't

forget to check out my channel for lots

of other videos about sims freeplay and

indeed all the other set text keywords

and theories for you on aqa a level um

if there are any videos that you would

like that i don't already have please

leave a little comment below and i will

see what i can do