The Sims FreePlay Part 2 - Industries

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 - Industries 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?

VSC is the an administrator of the PEGI age rating system. This is related to UK law as PEGI 12, 16 and 18 games in the UK are legally enforceable.

2) Note down the key statistics on the homepage.

• 13938+ games rated 
• 15141+ apps rated 
• 1702 number of member outlets
• 30 years in operation 

3) What is the purpose of PEGI?

Age ratings so that people know what is aimed at what age.

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

Age rating 3

• Suitable for all age groups
• Nudity may be shown in a non-sexual/natural manner (i.e. breast feeding)

Age rating 7

• Unrealistic violence, typically directed towards fantasy characters 

Age rating  12

• More graphic violence but still targeted towards fantasy characters
• Trivial injury is allowed

Age rating 16

• More mature themes and scenes of violence
• Sexual scenes 
• More realistic violence, may feature heavier images of death and injury to humans
• Explicit language, sexual expletives and use of drugs/tobacco/illegal substances may be shown

Age rating 18 

• Features sexual violence, threat etc 
• Gross levels of violence: meaning that there are horrific methods of severe injury, torture, decapitation etc.
• Sexual activity with visible nude

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

Content declaration assessment - the game developer declares what features in the game content and then the developer is then given a provisional rating.
Submission materials - the developer provides PEGI with evidence of the game footage
Video footage examination - the video footage is analysed to make sure the assessment matches the actual game footage
Game examination - testing out the actual game and seeing what weapons are used etc. 

The ‘Freemium’ gaming model

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

1) How does the freemium model work?
The game initially is free but for more advantage in the game.

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

Franchise monetise the game rather than making the game specialise in certain features.

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

The game can easily be updated which helps the gamer's desires/interest etc.

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.

80% of the $10billion in iOS revenue- received from in-app purchases ( each year).

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

The players will be willing to consistently spend money.

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

May disregard the quality of the free/standard level content ( leading to boring games). 

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

1) Why did Temple Run use the freemium model?

Freemium model encourages players to become addicted to the game as they invest their time in playing the game.

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

More people would want to download a free app so they do not need to pay for a game.

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?

Become more intricate and developed over the years

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

Games are not products any more due to the fact that they are constructed around a partnership between the gamers and the game developers.

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

Sims gaming community is very involved in the development process.

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

By updating and keeping up with any trends in the gaming industry.

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.

• Over 200m installs of the Sims Freeplay
• 78,000 game time ( by year)