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Lucy Bradshaw, EA Play Label SVP, on how the decade-old game has found a new following on Facebook.
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Is the exclusive story of what is fast becoming the hottest social game on all of FaceBook -- it's.
And did that it's an eleven year old game this is not some new kind of upstart it's The Sims an unbelievably it's gotten a -- breath of fresh air on life.
Through social gaming through using your Smartphones in your mobile devices suddenly 89 million people what they her playing -- -- on FaceBook.
And the woman who is really in charge of the effort is Lucy Bradshaw she is executive vice president at EA -- senior vice president rather.
And over at BA play out looking at the store and I remember first hearing about Sam's.
I'm now in 1999.
And thinking.
Why is this and and and it kind of a quiet and now it's so huge again.
What do you attribute is this really the big resurgence -- -- activity.
Well The Sims has always been one of the day's biggest brands and in fact since it's you know released back in 2000 it really has sold over a 140 million copies.
At -- up.
But with the recent you know advances in terms of mobile technology and FaceBook.
We introduced the game -- partnership of their place finish team was recently acquired and their knowledge of the social gaming space and our design leadership.
Collaborated in came out with something that was really quite phenomenal bringing an inherently social -- to social networks through -- and social.
It was to the year 2000 is that remembering -- I was in the Big Brother big sister program and the little girl who was my little sister said you've got to see this game.
It's called the Sams and us have what's called the sentence she sits -- as it simulate -- simulate it's like but there's no plot line.
Why has the scrap the collective attention of so many.
Well I think it's because the sins of plastic deployment life and I mean really play would like to create these a little human -- you them to live their lives out an innocent social.
You do that would difference invite invite them to your house be enemies be lovers it really can play all the different chaos ensues in -- what.
You're doing now ought to capitalize on the popularity that it has on FaceBook -- their add ons of their extra things you can.
Convince people to spend money -- -- mean this pixelated stuff to me is crazy but people are spent.
My it is it's amazing with the -- on the social space it's for free so people can come -- experience the sense.
And then what we've done is in our computer space for the PC the math and console.
We're introducing this week in fact in stores when the most popular things that we have amongst our friends which is the same street Pat's.
And we got some really unique new twist to it where.
Well -- this time around -- can you have a pet.
You can be a -- so that's the first in a pet so.
I live the life but my god candidates own personality has the same kind of attention and how much is that gonna -- -- well it's at 39 for the PC and same for the console space and what you can do is play that and we also have a for the treaty us as well what are the next hot games that EA is developing idiot plain.
While some of the things that we're working on her you know expansions and extensions in our social space for the -- and some of our other brands that we got so it's really been exciting because.
Our brands really fit that social space for mobile.
Telephone that this -- tablet gains as well as -- the social space and we continue to develop sense for you know online players and that digital space as well.
I like to give viewers an inside sort of feel approve the people are who are these business leaders I'm Lucy actually as the University of Michigan Michigan graduate.
Psychology major.
Yeah I did how did this part of the business I just on it I -- computers and programming kind of fascinating I love that kind of logic and I also found that when I played SimCity.
It completely inspired me so our gains in the -- -- have a tendency to nearly engage players and you know create -- -- And we bring that need to regain that -- -- thankful we're Lucy Bradshaw is SVP of EA play and it's good to see women in this company interior are first that we appreciate your coming up more women gamers very got a lot of thank you very much of David offset it back to you are right thank you very much Liz will be right back right after that.
