Marking 25 years of a globally beloved franchise.

How do you celebrate 25 years of The Sims — one of the most beloved and culturally significant gaming franchises of all time — in a way that resonates with both nostalgic fans and a new generation of players? The challenge was to create an activation that honoured the game’s legacy, generated widespread media attention, and drove meaningful engagement within the Sims community, all while reinforcing its impact on gaming and pop culture.

Superstate, in partnership with EA, ACMI, and Bolster, delivered a campaign celebrating The Sims’ nostalgia and cultural impact. The centerpiece was a Y2K-inspired pop-up at ACMI, styled by Josh & Matt Design, where fans relived the magic of The Sims 1. The campaign combined influencer engagement, PR, live content, and community-driven activations, including a sold-out panel, creator-led live streams, and exclusive media walkthroughs. High-profile streamers broadcast from the pop-up, while social and video content extended the celebration nationally beyond Melbourne, ensuring national impact.

The campaign was a massive success, drawing over 5,000 attendees across the weekend and securing 180+ media pieces across ANZ. Coverage spanned major news, lifestyle, and gaming outlets, including The Age and SMH, Herald Sun, The Guardian, The Project, Channel Seven News while influencer-led content amassed 6M+ video views. The activation struck a chord with both long-time fans and new audiences, proving that The Sims is more than just a game — it’s a cultural touchstone, and 25 years on, its legacy is stronger than ever.