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EA opens Landgraab & Son(s) Estate Agents pop-up for Sims expansion launch


EA has launched a fictional estate agent in the centre of London to celebrate the launch of the latest Sims 4 expansion, For Rent.

“Over the course of the 7th and 8th December, visitors to Landgraab & Son(s) can immerse themselves in the world of The Sims 4 – and get hands-on with the newest expansion pack, Simify themselves in pictures, and interact with their favourite characters from The Sims in real life,” the publisher said.

The pop-up experience is located at 15 Bateman Street, London, W1D 3AQ.

The Sims 4 For Rent expansion launched today for PS5, PS4, Xbox Series X/S, Xbox One, PC and Mac.

EA’s next-gen Sims game, which is officially codenamed Project Rene, was announced last October and will be “free to download”.

It will feature both solo and multiplayer gameplay, while offering the same experience across all supported devices including mobile.

The game’s announcement coincided with The Sims 4 going free-to-play eight years after its original release.

Six months later in April of this year, EA claimed that The Sims 4 “now reaches more than 70 million players around the world”.

EA CEO Andrew Wilson recently said the company plans to significantly increase its focus on a handful of its biggest online franchises over the coming years.

EA opens Landgraab & Son(s) Estate Agents pop-up for Sims expansion launch

The publisher will “invest disproportionally” in the likes of EA Sports FC, Apex Legends and The Sims – “massive online communities” in which Wilson sees the potential for “exponential growth”.

He said: “We’ve been in football now for 30 years, we’ll be in it for another 30 at least. I do think the likes of The Sims and Apex and Battlefield will spawn universes and ecosystems in the same way Star Wars and Marvel have. I do believe that’s going to happen and it’s not hard to get there when you think there’s 170 million, 200 million people engaging with it daily.”