GI.Biz Interview: The Sims 3's Rod Humble Pt 2

Over the course of this week, which has seen The Sims 3 launch worldwide, GI.Biz covered the background to the franchise, examined the impact of ideas such as Simlish, and looked in-depth at how one of the biggest ever game franchises has been marketed up to release - and beyond.

Here, the EA Play boss talks about his first involvement with the game, looks at how the expansions changed the industry, explains why he's deeply disturbed by the 'Sim Taste' tool, and gives them one of his favourite moments from five years of development.

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