• Advertising Age, Tuesday, October 7, 2008 11:45 AM

The Sims video games franchise has always thrived on realism. Sims characters sleep, read, eat and age. So it only makes sense that when "The Sims 3" debuts in February--the first new version in five years--the characters will be confronted with more advertising than ever.

Sims maker Electronic Arts is working with IGA to provide dynamic in-game ads that can be swapped in and out of the game with an Internet connection. Hence when Sims characters wander about Pleasantville even months after the game has been purchased, they will be able to see--and interact with--ads for upcoming movies and the latest-model cars.

"Advertising is very organic to the 'Sims 3' experience," said Steve Seabolt, VP-global brand development for the Sims label. Movie-theater posters and billboards around Pleasantville will host ads, and EA will continue to integrate brands into the game play.

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