April 21^st, 2004 (12:00am) - Electronic Arts today announced that The URBZ (*working title) is in development for the PlayStation 2, Xbox, GameCube, and the Game Boy Advance. For the first time, Sims are living in the city where reputation (rep) is everything. Players will custom-create these new Sims, called Urbz, by customizing their unique style and building their status to become the biggest "player" in the city. The URBZ will be unveiled to industry insiders on May 12-14 at the Electronic Entertainment Exposition in Los Angeles. The URBZ is scheduled to be released simultaneously on all platforms in the fall of 2004.

"We’re taking The Sims on console franchise in a dramatic new direction. Now that Sims are in the city they are now known as Urbz, they have a bold new look and style," said Sinjin Bain, Vice President and Executive Producer of the game at EA’s Maxis studio. "For the first time, players will control Urbz at every moment of gameplay, while they are on the job, earning their street rep, or exploring a city that is alive 24/7."

Players will take their Urbz to work and be challenged by bosses at locations like the Sushi Bar, Chop Shop, or Bootleg Fireworks, Inc. Success brings the player well-earned promotions and gets them access to power socials to help them influence other Urbz. The fast-paced lifestyles in The URBZ is evident in gameplay including job challenges based on a direct-control mechanic for job objects, skill-building objects, and power social interactions.

The URBZ is built on an all-new graphics engine that recreates the essence of living in a vibrant city with distinct districts inhabited by Urbz with unique lifestyles. The game’s style captures the pulse of the action-packed downtown, ritzy shopping districts, Bohemian artist workshops, and a gritty subway station. Players create their Urbz using a new character customization engine to show off attitude and unique style, as well as signature "bling" such as tattoos and nose rings.
Players build relationships to increase their rep, influence other Urbz, and gain access to city districts, jobs, and lifestyles. Gaining access to all districts in the city, being able to live in any district, live any lifestyle, and become the biggest "player" in the city is the ultimate goal.

Exclusively on the PlayStation 2 The URBZ will support the Sony EyeToy, in which players can download their image into the game with the Sony EyeToy and as their rep grows; their image or their Urbz image will begin to be reflected in the game.

The Game Boy Advance version of The URBZ is the sequel to EA’s #1 GameBoy Advance game of 2003 and is being developed by EA’s Maxis studio in conjunction with Griptonite Games, an Amaze Entertainment Studio. Players will hit the big city and work to increase the reputation of their Urbz to gain access to the hottest spots in town. Players start out in a city on the brink of ruin. After getting fired from their job, they’ll stumble upon Daddy BigBucks’ devious plot to take over the city. Players are challenged to thwart his evil schemes, while building their rep to become the biggest "player" in the city.
Players gain access to new vehicles like a hover craft to explore 25 brand new locations including Urbania, Sim Quarter, and the Bayou where they will interact with residents, master eight lively mini-games such as Moogoo Monkey Madness and Motocross Mayhem, unlock new Xizzle motive power ups, and collect over 120 new objects. Players will link two Game Boy Advance systems together in the Multiplayer Cafe and play head-to-head mini-games, unlock new features, and trade rare items.