Advertising in Video Games: The Sims 2 H&M Stuff Pack

On April 26, 2007, EA Games announced the latest in its line of Sims 2 Stuff Packs: H&M Fashion Stuff. For those unfamiliar with the series, The Sims 2 is a computer game which revolves around raising families, building virtual homes, and, sometimes, finding strange new ways to kill the little pixel people we've created.

Over the years, EA Games has released ten different expansions for the game. There are two different varieties of expansion packs in the Sims 2 world. Expansion packs, such as Sims 2: Open For Business and Sims 2: Seasons, significantly alter and add to the game play and add various furnishings, clothing, and hairstyles for your virtual dolls. Open For Business, for instance, allows your sims (the little people you control) to own and run a business. Stuff packs, on the other hand, only add new items without changing the game play.

When the first couple of stuff packs started being released, controversy erupted on the Sims 2 message boards. 'Was EA getting greedy?' board regulars asked. Up until that point, the game's website at sims2.com had offered extra downloads for free every now and then. As the stuff packs continued to be released, these extras seemed to drop in frequency and the cries of discontent from some sections of the game's fan base grew.

With the announcement of this latest stuff pack, that discontent has reared its head again. The combination of the game series with an obvious advertisement for the fashion retailer, H&M, has some fans up in arms. Many fans are asking "Should EA be using real-world brand names in a game which many use to create a fantasy world?".

Some of these critics point to the day when the original company who created the game, Maxis, was bought out by EA Games. There are many who believe this is the reason for the increased commercialization of the game. Maxis, they say, was never as concerned with the bottom line as the much larger EA Games seems to be.

This isn't the first time advertising has found its way into video games, of course. Anarchy Online, a popular MMORPG, recently became free and makes its money through advertising on billboards throughout its virtual worlds, the sale of expansion packs, and premium memberships . A similar controversy also erupted from the Sims community when McDonald's items were added to The Sims Online in 2002.

Supporters of in-game advertising claim that it really doesn't matter and that opponents don't need to use those items or buy those packs. They also claim that it reduces costs for the consumer in some cases. That's certainly true for the Anarchy Online series but doesn't really apply to the Sims 2 H&M stuff pack scenario. But, to be fair, there are players who find real-world brand names attractive. Personally, I've built a few lots in the game based around real life fast food restaurants and department stores.

More than likely, the controversy will continue to rage on within gaming circles and message boards for years to come.

Extra Info: Five expansion packs have been released for the Sims 2 series since its release in September 2004: University, Nightlife, Open For Business, Pets, and Seasons. Stuff Packs include Holiday Party Pack, Family Fun Stuff, Glamour Life Stuff, Happy Holiday Stuff, and Celebration! Stuff.