A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

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The Sims turns 25

The game that made Gen Z, Gen Z

The Sims turns 25  The game that made Gen Z, Gen Z

The story of The Sims is that of an underdog who, over time, managed to climb the social pyramid and reach the top. When the game was created at the turn of the new millennium, not even its developer – Electronic Arts – had much faith in it. After all, The Sims was born as a spinoff of SimCity, the best-selling game whose goal was to create a metropolis from scratch without the direct presence of human characters. Then, creator Will Wright decided to develop a game entirely focused on the human life cycle: birth, growth, and death. A premise that, at first glance, might have seemed almost trivial enough to make even EA's top executives doubt its success. Yet, after almost a quarter of a century and four installments (with several speculations about a fifth), The Sims remains one of the best-selling PC games ever. According to data released by EA, the franchise has attracted over 500 million users over the years, while in 2024, the recorded playtime surpassed one billion hours. But if the gameplay—based on everyday life, house-building, and character management—stands out for its originality, the real secret to the game's longevity is its cultural impact, which is often difficult to quantify. What other game can boast a soundtrack featuring Katy Perry, Paramore, My Chemical Romance, and Nelly Furtado (with songs that reached the top of the Billboard Hot 100 but sung in Simlish, a nonexistent language)? Or collaborations with the biggest celebrities of the last 25 years – from Avril Lavigne to Winnie Harlow? Only The Sims has managed to merge pop culture and gaming in such a unique way.

Despite the emergence of other simulation-based titles, the community of players – the so-called Simmers – still retains impressive vitality, contributing to keeping the game relevant. In a landscape dominated by action-focused titles, the game's community continues to generate massive numbers. LilSimsie (online name of Kayla Sims) is one of the most-followed content creators: 2.1 million subscribers on YouTube, nearly 900,000 followers on Twitch, and over 300,000 on Instagram, with content almost entirely dedicated to The Sims. Her role in the community is so significant that she was involved in EA’s official livestream celebrating the franchise’s 25th anniversary, and this week, a small expansion pack (now called a Kit) created by her will be released. Her case is not unique: The Sims 4 category has accumulated around 1.5 million hours watched just in January alone on Twitch. However, what makes The Sims still so popular is not just nostalgia. Diversity is perhaps its authentic strong suit: relationships within the game have always been open to any gender combination; in recent years, options have been introduced to create non-binary and trans characters, and since 2023, it has even been possible to create Sims with disabilities. As highlighted by Maxis: “Inclusivity is one of our core values. We know how important it is to make everyone feel represented—not just in our games but also in how we work; it is ingrained in the very culture of our studio.” This inclusive spirit is evident not only in the official game but also in the community. The Sims has inspired one of the most prolific gaming scenes for mods and custom content (CC): thousands of artists and independent developers create clothes, hairstyles, objects, and even entirely new game mechanics, turning it into an ever-evolving platform. This has also generated a virtual economy, with creators gaining visibility and, in some cases, even real profits thanks to their creativity.

@jeyjeybink #eapartner I was the baby of the family so I always had to sit back and watch!! But low key she’s still better at the game than me were you the player or watcher of your household? #simsrelatable #sims2 #sims2memes #sims2nostalgia #simsnostalgia #thesims25 @The Sims The Sims 2 Theme - Mark Mothersbaugh & EA Games Soundtrack

Over the years, The Sims has even become the subject of academic studies on human behavior and social simulation, finding its place in university research and sociology, psychology, and design courses. The game's popularity has also led to the creation of events and conventions dedicated exclusively to Simmers, where enthusiasts from around the world gather to share experiences and discoveries. Despite its age, The Sims 4 continues to receive regular updates with new features, proving that even a game that is already a decade old can keep reinventing itself to stay relevant. The Sims is also, arguably, the most authentic icon of the Y2K phenomenon. The Comic Sans in the first installment, the wardrobe in the second— which would make any Gen Z envious today— and the Katy Perry-themed expansion in the third are just a few of the unforgettable moments of these past 25 years. Among its few failures was The Sims Online, a sort of Habbo-style Sims adaptation that lasted only a couple of years, despite its 2002 launch party featuring high-profile guests like Paris Hilton, Nicole Ritchie, and even the entire cast of The Lord of the Rings. The Sims has managed to stand the test of time, remaining relevant in an increasingly competitive gaming landscape. While for many, it brings back childhood memories, it continues to evolve through updates, additional content, and collaborations that keep its flame alive. In an era dominated by hyper-realistic graphics and fast-paced gameplay, The Sims has made history by demonstrating its unique ability to represent the ordinary in an extraordinary way.