Like, I don't know who this is for.īasically, EA have got five different celebrities from around the world to pretend they're well into the Sims, including Bilal Hassani, Joe Sugg, and Vanessa Hudgens (I do not for a moment believe that they're actually well into the Sims I watched Joe Sugg on Would I Lie To You the other day and he didn't mention The Sims even once). But the updated Sims website is a confusing mix of things. I'm not going to get into the phrase Play With Life, because by itself that's a fairly brilliant bit of meaningless ad nonsense like the 'No games, just sports' from What Women Want, or Lucky Strike's famous 'It's toasted!' (which was a real thing and not just a scene in Mad Men). Enter, then, a new ad campaign? Branding? Thought experiment? for the Sims (and, more specifically, The Sims 4) called Play With Life. Especially if it runs on a games-as-a-service sort of a model. I get that if the last instalment in your long running game series came out a whole six(!) years ago, you need to remind new potential consumers that it exists.
