Why The Sims is still dominating—25 years on

Real internet OGs know, before the metaverse (ew), there was The Sims.

Which, astoundingly, just turned 25 – (I’m not old I’m not old I’m not old). That’s a quarter of a century of players drowning their virtual characters in pools (yes, I used to remove the ladders, yes, I know you did too), designing dream homes that were the furthest thing from functional, and making questionable life choices without real-world consequences.

But beyond its status as one of the best-selling game franchises of all time, The Sims has mastered the art of staying relevant. So, what can brands learn from its unshakeable success? Well, it turns out, quite a lot.

1. Evolve or evaporate.

The Sims has never been afraid to evolve. It’s gone from pixelated suburban chaos to a fully customisable, culturally-aware world that actually mirrors real-life. The game introduced same-sex relationships in the early 2000s. And it expanded gender customisation options in 2016. In other words, The Sims stays ahead by reflecting societal shifts.

The takeaway: You should know this by now – but it really is adapt or get left behind. If your brand isn’t keeping up with evolving consumer values, it’s giving them a reason to move on. Keep your finger on the pulse of culture and make sure your brand grows with your audience.

2. Nostalgia is your secret weapon.

If 2024 showed us anything, it’s that people are going to eatttt up nostalgia marketing. Few things spark joy like seeing Bella Goth pop up in a new Sims release. EA and Maxis know that nostalgia isn’t about rehashing old content. It’s about bringing back beloved elements in fresh, meaningful ways.

The takeaway: Nostalgia is free serotonin. Brands that successfully tap into their history (without feeling stale) can create instant emotional connections. Whether it’s reviving an old logo, remixing a classic campaign, or bringing back a fan-favourite product, use nostalgia wisely.

3. Marketing should be an experience, not a billboard.

The Sims’ marketing is as playful as the game itself. The brand has used everything from Tinder campaigns promoting its Lovestruck expansion to immersive in-game collaborations. It’s clear EA isn’t just selling a game—it’s selling an experience.

The takeaway: Traditional advertising is boring. Give people something to engage with, not just something to look at. Whether it’s gamified marketing, interactive storytelling, or unexpected brand collabs, make your marketing feel like part of the fun.

4. Community is everything.

One of The Sims’ biggest strengths? Its loyal, vocal, and wildly creative community. EA and Maxis know the real magic happens when they let players take the reins.

The takeaway: Build a brand that people want to be a part of. Encourage UGC, listen to your audience, and involve them in shaping your brand’s future. A thriving community is your best (and most cost-effective) marketing tool.

5. Keep things fresh.

Instead of reinventing the game from scratch every few years, The Sims keeps players hooked with expansions and updates. This steady drip of fresh content keeps the experience exciting without requiring a total reset.

The takeaway: You don’t always need a full rebrand. Sometimes, all you need is a well-timed update. Think limited-edition drops, seasonal twists, or new features that keep customers engaged over time.

The Sims brand is a lesson in longevity. If your brand takes a page out of their book, you won’t just survive—you’ll thrive. And if all else fails, maybe try adding a pool. Just don’t forget the ladder.

-Sophie, Writer