Over One Billion Hours Played In 2021

To put it into perspective, we can estimate that there are only about a couple million active players of the Sims in the entire world in 2021. Other franchises are in the 10s of millions. Top games, like Fortnite, are close to 100 million. Sims 4 is a tiny fish.

Separately, we have multiple signals that engagement has fallen in the latter half of the year.

Lackluster content release (Kits ad nauseam) causing dwindling morale on social media

EA Marketing has invested in a major partnership with Bretman Rock in an apparent attempt to recruit new, young Gen Z players

Scenarios were introduced with a particular emphasis on time-limited scenarios to encourage players to complete them before they expire