Sims Freeplay is a life simulation game series developed by Electronic Arts.

The Sims franchise has been around for around 20 years, and has grown with respect to new media technologies. For example, focus has gone from physical distributions of the product (CDs) to distribution via streaming and popular games sites such as Steam.

Sims Freeplay is a spinoff of the traditional sims series developed for mobile devices. It follows a “freemium” business model where the base game is free, but extra content can be purchasable via microtransactions. This could be seen as a successful idea due to the fact that a lot of mobile device users would not be as into games as, for example, people with consoles or computers. This means that a casual audience (which is being targeted by the nature of the life simulation genre anyway) is able to experience the game for free, and this lack of a monetary barrier will allow a large portion of extra customers to try the game and potentially purchase extra content. The video game was banned in China, Saudi Arabia, United Arab Emirates, Oman, Kuwait, Qatar and Egypt due to the possibility of establishing a homosexual relationship. This shows strict regulations of the game and goes against Livingstone and Lunt’s theory that powerful media companies (i.e EA) are commonly able to waive regulation policies.

Sims Freeplay, being a life simulation game, is a poignant transmission medium for incorporating viewpoints and ideologies. This means that the language in the game has the opportunity to present life in a light which is unrealistic – for example, houses and property in the game never get dirty. This may seem like a very unimportant shift from reality, however it shows us how the game is willing to present life as easier than it actually is. It has to do this to encourage further interaction with the game, as without money being spent after acquiring the game for free, minimal revenue will be earnt and the risks identified by Hesmondhalgh in the media industries will not be appropriately mitigated.

The game has a narrative which aligns with Tzetvan Todorov’s theory of a beginning, middle and end. This is because the in-game characters called “Sims” can grow up from a baby to a senior, and the game “ends” when this transition has concluded. This steady journey also encourages further interaction with the game to make money.

Sims Freeplay shows us many diverse representations of the world.  For instance, the choice of skin tones available at the start of the game is a recognition of the racial diversity of the audience. Although the gender options follow the simple binary of male and female, players can reject traditional gender roles when they explore the virtual world. This all goes with Gauntlett’s theories of fluidity of identity, as you can customise how your character looks and behaves at any stage of the game, making the identity ever changing.

Baudrillard’s theories around Postmodernism are very relevant when examining Sims Freeplay in that the game is a Hyperreality – it allows the player to pick their ideal life and reenact it in a virtual setting. I think that this could become a negative force for the world because of the fact that false connotations and misrepresentation of common ideological beliefs can be spread, especially hen considering the impact of new media on society in that communication is more efficient and prevalent than it has ever been.

Facebook:

Twitter:

The Game:

Same sex couples
Create a lifestyle which you want, however you may imagine it.
Active consumption due to the user creating the world they are playing in.

Postmodernism in the fact that Baudrillard when it comes to postmodern simulation and simulacra, “It is no longer a question of imitation, nor duplication, nor even parody. It is a question of substituting the signs of the real for the real”. This game is a simulation but can be looked at as real, due to the fact it is still updated to this day with content appropriate to this time, despite it being released in 2011.

Regulation:

The video game was banned in China, Saudi Arabia, United Arab Emirates, Oman, Kuwait, Qatar and Egypt due to the possibility of establishing a homosexual relationship. This is an example of the 5 filters of mass media and regulation. (changes cultural contexts) This is because the game has been banned in certain countries and can be seen as homophobia.

Linked Theorists:

David Hesmondhalgh argued companies involved in the cultural industries, such as EA, were just like any other business who wanted to minimise risk and maximise profit. The Sims FreePlay follows the freemium business model. This is a free game available to everyone who uses an app store, however the game can be progressed quicker by using in game purchases, EA uses addiction methods like making things take time within the game, therefore players want to skip these things, doign that requires points which cost money.

David Gauntlett argues the media and technology play a significant role in shaping our identities and provide us with new ways to express ourselves and connect with others. For instance, the choice of skin tones available at the start of The Sims FreePlay is a recognition of the racial diversity of the audience. Although the gender options follow the simple binary of male and female, players can reject traditional gender roles when they explore the virtual world. In this way, the town will soon become a place which reflects the player’s identity and values.

Although Steve Neale was describing cinema as a “signifying process”, we can also use his semiotic approach to understand how the interplay of codes creates different genres of computer games. For instance, in The Sims FreePlay, players create and modify their own avatars, including their personalities.

Sims Freeplay is a strategic lifesimulation computer game where a person can control a ‘sim’ and create a life around the characters as a life simulation – hyperreal. The game is a ‘Freemium’ model of ‘The Sims’ as it is free to download but users are consistently urged to buy added features. Sims have also improved their accessibility as it is now available to download on other devices such as a mobile phone. The Narrative is driven through the completion of quests, this can lead to a character/feature to level up or have certain aspects accessible in the game. This helps to keep their audience engaged.

Representation:

• Sims construct their characters based of the functioning stereotypes within society
• Sims seem to reflect individualist values and opinions
• Represents particular social groups
• Realist views
• The video game was banned in China, Saudi Arabia, United Arab Emirates, Oman, Kuwait, Qatar and Egypt due to the possibility of establishing a homosexual relationship

Industries:

• Developed by EA Mobile and Firemonkeys Studios in 2011  (Nick Balaban, Michael Rubin) 
• December 2011 – released for iOS
• February 2012 – released for Android
• Released for BlackBerry 10 in July 2013 and Windows Phone 8 in September 2013
• This model is free to play but users are able to purchase in-game items with real money to speed up progress or unlock additional features – ‘Freemium Model’ – commonly used within the industry to attract users to try the product/service. Links to Hesmondhalgh who talks about minimising risk and maximising profit.
• The global mobile games market size is expected to reach $172.10 Billion in 2023.
• Video games are rated in the UK (Pegi Rating System)
• ‘The Sims FreePlay’ is rated 12 because it “may contain themes that are not suitable for younger children, such as the potential for violent fist fights

Audience:

• Broad target audience 12-40+
• 77% of women surveyed ages 35-54 said they played the game to “help them relax”. For women aged 55-64 the game provided “mental stimulation” – Links to Katz with uses and gratifications. Creates escapism.
• Freedom to customise the character to look a certain way – helps to create a wider range of diversity where audiences can feel represented
• “It is no longer a question of imitation, nor duplication, nor even parody. It is a question of substituting the signs of the real for the real” – Baudrillard, this applies as the game is still being constantly updated to create a more effective simulation

‘Choose every aspect of your Sims lives: careers, appearance, personality and more! Then, watch as their stories unfold! Love and romance, or drama and breakups – the choice is always yours.’

The Sims FreePlay is a strategic life simulation game developed by EA Mobile and later with Firemonkey Studios. It is a free version of The Sims for mobile devices and was released for iOS on December 15, 2011, Android on February 15, 2012, BlackBerry 10 on July 31, 2013, and Windows Phone 8 on September 12, 2013.

In the game, players build and design houses and customize and create virtual people called Sims. Players are able to control the Sims to satisfy their wishes and complete actions to earn in-game currency, which can also be obtainable by spending real money. There are 55 levels that the player must progress through to unlock content, such as furniture, which can be purchased with the virtual currency. The Sims are able to procreate, yet there is a limit of 34 Sims a player can have in their town. This restriction can be removed if the player becomes a VIP.

Media Language

Jean Baudrillard

Media Representations

Liesbet van Zoonen

Paul Gilroy

Stuart Hall

David Gauntlett argues that the media and technology play a significant role in shaping our identities and provide us with new ways to express ourselves and connect with others. For example, the variety of skin tones available at the customization stage of The Sims FreePlay is a recognition of the racial diversity of the audience. Whilst the gender options follow the binary of male and female, the players themselves are able to reject traditional gender roles when exploring the virtual world. This allows the town to become a place that reflects the player’s identities and values.

Media Industries

Sonia Livingstone

Peter Lunt

Media Audiences

Albert Bandura

George Gerbner

Stuart Hall

Henry Jenkins suggested that fandoms are social entities with distinct dimensions. The Sims FreePlay has a dedicated group of players known as ‘Simmers‘ who exchange tips and ideas on online forums where they develop a social community around the game to both praise and protest against aspects of the gameplay.

In a 2020 survey from The Entertainment Software Association found

Context

The Sims FreePlay is a strategic life simulation game developed by EA Mobile and later with Firemonkeys Studios. It is a freemium version of The Sims for mobile devices; it was released for iOS on December 15, 2011, released for Android on February 15, 2012, released for BlackBerry 10 on July 31, 2013, and released for Windows Phone 8 on September 12, 2013.

The game was banned in multiple countries: China, Saudi Arabia, United Arab Emirates, Oman, Kuwait, Qatar and Egypt due to the ability to form homosexual relationships.

The Sims Freeplay is a game available on multiple mobile devices where the player uses ‘Sims’ who they can control to do many activities similar to real life. It can be considered a simulation of real life and an escape from the real issues and hardships of everyday life to enjoy a simulation of life with no real effect or consequence. This idea can be applied to Baudrillard’s theory on postmodernism and simulacra where he says “It is no longer a question of imitation, nor duplication, nor even parody. It is a question of substituting the signs of the real for the real” (“The Precession of Simulacra” 2).

Theorists:

Thomas Schatz-page 3

Todorov’s narrative theory,

Steve Neale-page 4

hierarchy of needs-page 6

uses and gratifications

Henry Jenkins+Jeremy Tunstall-page 5

David Gauntlett-page 7