The sims freeplay is a free game developed on mobile devices. It can be downloaded from app stores and is compatible with iOS (Apple) and Android. It is an example of the genre of stategic life simulation games and is one of a series of sims games. The sims freeplay was first made available on iOS in 2011 and all other operating systems by 2013.

Publisher / ownership: EA (Electronic Arts) Maxis is an American video game developer and a division of Electronic Arts (EA). The studio was founded in 1987 by Will Wright and Jeff Braun, and acquired by EA in 1997. Maxis is best known for its simulation games, including The Sims, Spore and SimCity.

The game has seen 200 million downloads since 2011 – remarkable success.

Target audience

• The Sims franchise has demonstrated there is a strong and lucrative market in female gamers.
• Main target age 10 – 40. However the recommended age for the game is for players aged 12 and over.  The app gets its rating due to fantasy violence, partial nudity, sexual/suggestive content, and crude humour.
• When The Sims was first pitched by creator Will Wright he described it as a ‘doll house’. 
• The development company Maxis weren’t keen because ‘doll houses were for girls, and girls didn’t play videogames’. EA then bought Maxis, saw potential in the idea and one of the most successful ever videogame franchises was born.
• Expansion packs available for The Sims FreePlay reinforce the view that the target audience is predominantly female.
• It was found that women were more likely to play games on their smartphones with a strong preference in casual games.

• The Sims franchise is one of the best examples of Henry Jenkins’ concept of participatory culture.
• Since the very first game in the franchise, online communities have created, suggested and shared content for the game.
• ‘Modding’ – short for modifications – is a huge part of the appeal of the game. Modding changes aspects of the gameplay – anything from the strength of coffee to incorporating ghosts

What elements of gameplay are shown?

• Character customisation – a range of races and ethnicities
• House decorating
• Playing with pets (furry friends)
• Finding true love and getting married
• Having children
• Dancing
• Sim Town
• Volcano
• Creative possibilities- painting, guitar, etc.

social media accounts where you can see new updates or information on the sims freeplay:

Website: https://www.ea.com/en-gb/games/the-sims/the-sims-freeplay

Facebook: https://www.facebook.com/thesimsfreeplay/

Twitter: https://twitter.com/TheSimsFreePlay?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

Media industries

The sims freeplay was developed by EA mobile and firemonkeys studios.  Firemonkeys is an EA Studio focused on bringing the greatest, most innovative entertainment experiences to mobile game players, Its an Australian video game developer. Electronic arts maximise profit by commodifying their products. Its is free to download but includes the possibility of in – app purchases. It is regualary updated offering players new content and the opportunity to interact with events and enter competitions.

Theories

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 basic version of The Sims Freeplay is available to download for free and there are standard items and hobbies which can be unlocked as you progress through the game. in 2021-2 fiscal year, the company received $3.91 billion in revenue from extra content sales.

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.

Regulation

Computer games in the UK are rated and regulated by the British Board of Film Classification (BBFC). They classify games according to age groups, taking account of a number of factors, including the game’s themes, language, violence, and content. 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 and “woohoo”.

These content descriptors are designed to help consumers make informed choices about the games. This is particularly important for parents who want to ensure the well-being of their children. It is illegal to sell or rent a video game to someone who is below the age rating on the game.

EA made the game unavailable in some countries in 2018 because of “regional standards”. Many users were quick to suggest the ban was implemented because of the possibility of establishing same-sex relationships in the virtual world. If you want to play the game in places such as China, Saudi Arabia and Qatar, you need to use a VPN and change your location.