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.’