The Sims has evolved into something less casual and inherently more “hardcore,” at least in terms of how much of a timesink it is. EA has taken a direct approach in order to try to rectify this strange situation, as well as reach out to those gamers who are as casual as casual can be who need to game in much smaller, much easier to digest chunks. As Sims games evolve, so do the layers of strategy and planning necessary in order to play the game like an old pro. EA’s MySims brand effectively targets those who find the sim genre appealing but who do not have enough time to learn its intricacies or those without enough time to really sit down and enjoy it.
