The Sims 3 targets 'real' gamers

MCV: EA's The Sims Studio is looking to lure traditional gamers to the next installment in the franchise, The Sims 3, with more 'goal-orientated' gameplay.

Speaking exclusively to MCV, the division's creative director Rod Humble also revealed that his MMO background would help the franchise move away from its simulation past.

"I think there is a lot more 'gamer-ness' in The Sims 3," said Humble. "The team has added a lot more challenge and depth for gamers.