EA: The Sims needed female touch

Lucy Bradshaw, general manager of the EA Maxis Studio responsible for The Sims, told the LA Times that the franchise has sold 100 million copies thanks in large part to its appeal to women.

"Some of the human qualities of The Sims didn't come out until women started working on it," Bradshaw said. "It wasn't until we added kids and relationships that things changed. It became more about these little human beings, these 'Sims,' rather than just the objects in their lives."

Head of EA’s Casual Entertainment team, Kathy Vrabeck added that women are slowly beginning to fight against historical gender bias.

"Historically, the people who play video games have tended to be more male," said Vrabeck. "So it's not surprising that these boys grow up and aspire to work in the industry. That's why we've seen fewer women think about it as a career choice."

She added: "At the end of the day, I see us as individuals. Good marketers, regardless of their gender, listen to their consumers. And I can listen to teenage boys just as well as anybody."