Videogames: The Sims FreePlay part 2 - Industries

The second aspect of our in-depth case study on The Sims FreePlay focuses on industries.

We need to know how videogames are regulated and also the companies behind the game. However, the most significant aspect of this concept is the 'freemium' model that The Sims FreePlay uses.

Notes from the lesson

Regulation: PEGI

• The videogames industry is regulated by PEGI – Pan European Game Information.
• In the UK, the Video Standards Council is responsible for regulating game content. In 2012, PEGI was introduced to UK law to make the age ratings legally enforceable.
• It is illegal to sell games to people below the age of the rating.
• The Sims FreePlay is rated 12+ due to mild references to alcohol, sexual content and similar adult themes.

Electronic Arts

• The Sims franchise is owned by Electronic Arts (EA), a huge name in the videogames industry.
• The Sims FreePlay was developed by Firemonkeys Studios, EA’s Australian subsidiary.
• The franchise was originally developed by Maxis after EA acquired the company.
• EA is famous for big-budget console games such as the FIFA series but has moved more into mobile gaming in recent years.

The 'freemium' model

• The Sims FreePlay uses the ‘freemium’ model – free to download and play but with in-app purchases. 
• Although initially more popular with smaller, independent game developers, the freemium model is now a huge revenue generator for major publishers like EA.

The Sims FreePlay - Language & Audience blog tasks

Create a new blogpost called 'The Sims FreePlay case study part 2 - Industries' and complete the following tasks.

Regulation – PEGI

Research the following using the PEGI website.

1) What is the VSC and how does it link to UK law?

2) Note down the key statistics on the homepage.

3) What is the purpose of PEGI?

4) Click on the PEGI Rating tab in the top menu. What are the age ratings and what do they include?

5) Scroll down to look at the ‘How games are examined’ infographic. What is the PEGI process for rating a game?

The ‘Freemium’ gaming model

Read this Lifewire feature on freemium gaming and answer the following questions:

1) How does the freemium model work?

2) Why do some gamers believe freemium is ruining games?

3) What are the positives of the freemium model for gaming?

Now read this Business Insider feature on freemium gaming and multiplayer games. Answer the following questions:

1) Note the key statistics in the first paragraph.

2) Why does the freemium model incentivise game developers to create better and longer games?

3) What does the article suggest regarding the possibilities and risks to the freemium model in future?

Read this New York Times feature on freemium gaming and answer the following questions:

1) Why did Temple Run use the freemium model?

2) The bigger gaming studios like Electronic Arts used to avoid the freemium model. Why are they now embracing it?

3) Why does Peter Farago suggest independent game makers benefit more from the freemium model than the major publishers like EA?

Electronic Arts

Read this Pocket Gamer interview with EA’s Amanda Schofield, Senior Producer on The Sims FreePlay at EA's Melbourne-based Firemonkeys studio. Answer the following questions:

1) How has The Sims FreePlay evolved since launch?

2) Why does Amanda Schofield suggest ‘games aren’t products any more’?

3) What does she say about The Sims gaming community?

4) How has EA kept the game fresh and maintained the active player base?

5) How many times has the game been installed and how much game time in years have players spent playing the game? These could be great introductory statistics in an exam essay on this topic.

Finally, read this blog on how EA is ruining the franchise (or not) due to its downloadable content. Answer the following questions:

1) What audience pleasures for The Sims are discussed at the beginning of the blog?

2) What examples of downloadable content are presented?

3) How did Electronic Arts enrage The Sims online communities with expansion packs and DLC?

4) What innovations have appeared in various versions of The Sims over the years?

5) In your opinion, do expansion packs like these exploit a loyal audience or is it simply EA responding to customer demand?

Complete for homework: due on Monday 11 March.