New 'Sims 2' Game Release Draws Large Female Audience

1 Million Units Sold in First 10 Days

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NEW YORK ( -- Electronic Arts' "Sims 2" computer game is off to a skyrocket launch -- selling 1 million units in the first 10 days -- and the company is now recruiting marketers that want to insert their products in front of female gamers.

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Instant messaging
Marketing for "Sims 2" has captured a new gaming audience -- women ages 13 to 34 -- partly by targeting them where they hang out online, according to the company. Freestyle Interactive, sibling agency of Aegis Group's Carat Interactive, reached out to users of Yahoo! instant messaging by letting them become "Sims" characters whose instant messaging chatter appears in the bubble over their heads. More than 1.5 million unique users employed "Sims" instant messaging and 682,000 clicked to the EA Web site since the launch, the company said.

Julie Shumaker, EA's marketing director, said that interested marketers include package-goods companies for products like deodorants, soap, cologne and snacks. Ms. Shumaker also wants to sign advertisers to sponsor items, such as clothing that players buy in the "Sims" online marketplace to outfit their characters. To access the marketplace, players would link to an EA Web site with updated brand material.

Future ad model
"This is one of the future models that I think you'll see emerging in this space," Ms. Shumaker said. "An advertiser can participate in a game with EA at any point going forward and not be dependent on a launch date for a game."

The gaming demographic is becoming broader, said Mike Voorhaus, managing director of media and entertainment research at consulting firm Frank N. Magid Associates. But video games still appeal primarily to young men, ages 13 to 24, whose attention is increasingly straying from network TV, he added.

That male-leaning trend is reflected in additional brand-integration pacts EA has sealed for fall game releases. Advertisers are spending 15% more per deal this year than last, said Ms. Shumaker. EA's overall ad revenue in games is growing 60% over last year.

Top marketers
DaimlerChrysler's Chrysler brand is sponsoring content on the "Madden NFL 2005" game. Burger King backs a virtual store that's part of some of the story lines in racing game "Need for Speed Underground 2," and Best Buy appears in storefront signage and on a souped-up car. Sponsorships amount to more than $1.5 million for "Need for Speed Underground 2," Ms. Shumaker said.

General Motors Corp.'s Pontiac is behind the "NCAA March Madness 2005" game. "You cannot underestimate the power that video games have today," said Dino Bernacchi, Pontiac's advertising manager.

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