Some players are into the game play and strategy, others focus on storytelling and movie-making, some build amazing buildings and Sims, while others are into pure emotion.

"We love seeing what other teams are creating and we often have cross-team presentations of technology or processes," advises Chun. "We also find a lot of great feedback from different perspective. On The Sims 3, we had people who were not team members play early versions of the game and solicited their hands-on impressions. It gave us insight into what needed more work or what was working."

Despite similarities of "playing god" in both games, Chun says that there are no immediate plans for a Spore/Sims crossover.

Scoring the Drama
While the original Sims game gained some notoriety for appealing to female gamers as well as male players, Chun says that for this version, no one specific demographic is being targeted.

"The Sims 3 appeals to many different types of people," observes Chun. "We design the game keeping in mind that people play the game in different ways. Some players are into the game play and strategy, others focus on storytelling and movie-making, some build amazing buildings and Sims."

"And then there those who like to push the envelope and grief their Sims," she says.

The ongoing virtual life drama of The Sims 3 is scored by Steve Jablonsky, the award-winning composer for Transformers and Desperate Housewives, among other projects.

"He created the theme music for the game as well as the music for key moments like when you are in Create-A-Sim," Chun says. "Different areas of the game use sound and music to convey atmosphere. What you hear at the beach will be different than the being in the gym."

This edition of the Sims also offers a movie-making component. Any moment in The Sims 3, players can take video capture by clicking on a button. They can upload all their clips to TheSims3.com and use the Create-A-Movie tool.

"It's all drag-and-drop to string clips together, to add transitions or effects or even a caption," Chun continues. "Players can use their own clips or what other players have uploaded. And you can add a soundtrack. When the movie is ready for prime time, you can share it with the Sims community or with your friends on sites like YouTube or Facebook, etc."

Considering that The Sims 3 features a virtual world populated by avatars, it seems a natural fit for online connection and social networking.

The Sims 3 players are able take their Sims into town to interact with other Sims in the game and capture the action on video to show off online. Players are also encouraged to visit The Sims 3 online community (www.TheSims3.com), where they can show off their creations -- Sims, houses, objects, movies and more—as well as download exclusive content and hear Sims news.

The presentation of the game's artificial intelligence is advanced, and the Sims respond to outside conditions on their own.

Online content even preceeded the game's release. "Our teaser experiences of SimSocial was a Facebook Flash game about making strategic choices to achieve your Sims' Lifetime Wish," Chun says. "Players see their friends' Sims in their town and see how well everyone is doing.

"As for The Sims 3, players can send the movies they create using our online Create-A-Movie feature to their social networking sites or their blogs, etc.," Chun notes.

Adapting the Sims
The Sims 3 is being offered on Mac, iPhone, iPod Touch and mobile devices as well as for PC. The game retails for $49.99 and $69.99 for the collectors' edition in the U.S. It's an international game, sold in 60 countries. It can also be purchased at the EAStore.EA.com as well.

Adapting the game to these different delivery systems posed new challenges for The Sims 3 team. "We wanted to make sure that the game design fit for each of the multiple platforms," Chun says. "There is no difference between the PC and Mac versions of the game."

However," Chun says, "for the iPhone, the design leverages the intuitive touch feature of the iPhone. The game does focus on taking your Sim to town as well as the goal-oriented game play of Wishes."

Chun notes that the mobile versions take the essence of The Sims 3 and adapt it to the shorter nature of mobile gaming. This is somewhat of a departure from the Sims concept, because the game is designed to provide never-ending play.

"There is no 'end' to the game, so how long you play is completely up to the player," Chun says. "You can save pretty much at any point and return to continue playing your Sims."

While Chun herself dreams of "one day gallivanting around the world," her work on The Sims 3 has immersed her in a virtual world instead. And just what kind of Sim would Chun design for herself?

"I would be a Bookworm, Friendly, A Natural Cook, Excitable and a Heavy Sleeper," Chun admits. "Bookworms learn from reading faster than other Sims."

Janet Hetherington is a freelance writer, cartoonist and screenwriter who shares a studio in Ottawa, Canada, with artist Ronn Sutton and a ginger cat, Heidi.