Virtual items that go along with Focus are also included in the Neon Nights package, including one male Ford T-shirt, one female Ford T-shit, a high-end stereo and of course a set of neon lights.
The decision to add the 2012 Focus to The Sims 3 store was taken considering various factors, such as to reach target consumers, build brand awareness and gauge what vehicles are most popular.
The video game market is expected to grow from $51.7 billion in 2010 to $81.1 billion in 2016, according to the recently released Strategy Analytics Global Video Game Market Forecast. EA said the launch of The Sims 3 was its most successful ever with 1.4 million copies sold in the first week alone. Also, an internal EA study found 28 percent of players drive Ford vehicles in real life.
The Ford Escape Hybrid, Fusion, Edge, Mustang GT and an earlier-model Focus were featured in The Sims 2 game. Between The Sims 2 and The Sims 3, Ford vehicles have been downloaded by players more than 8 million times. The Fiesta has been downloaded more than 200,000 times. The Mustang GT from The Sims 2 has been the most downloaded Ford vehicle followed by the Escape Hybrid.
“Over the years, more than 8 million Ford models have been downloaded by players who have demonstrated in numbers and verbal feedback that they love and appreciate Ford vehicles,” said Steve Seabolt, vice president, Global Brand Partnerships at Electronic Arts. “Self-expression is a key personality trait of Sims players; a car like the new Focus that has a lot of personality is perfectly in sync with what resonates.”
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