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|Session Name:||Defying Expectations: 7 Lessons from 'The Sims FreePlay'|
|Company Name(s):||Electronic Arts|
|Track / Format:||Business & Marketing|
|Overview:||'The Sims FreePlay' is a F2P mobile simulation sandbox game that continues to defy expectations in its 7th year. From the last minute pivot to move from premium to F2P, to the ever-changing trends in mobile F2P, TSFP has weathered multiple landscape changes. Defying prevailing F2P design wisdom and trends, TSFP manages to offer a unique sandbox environment for players to tell their own stories. This talk condenses TSFP's 7 years into 7 key lessons that have shaped EA's thinking and led to their resilient success. Through multiple examples, Mavis will illustrate the failures and difficulties that TSFP faced and how they eventually resulted in insightful lessons that now heavily influence TSFP in live service.|