By bringing one of EA's most popular game franchises to the Facebook platform, EA's Playfish and The Sims team have redefined the meaning of "social" in games. Fans are logging in on average not one or two times per day but three times per day and spending 15 to 20 minutes per session. Tom Mapham, Executive Producer at EA's Playfish, will address monetization techniques and design considerations used to drive early adoption of The Sims Social and create a rich experience that has already engaged tens of millions of fans.