Maxis is returning to the franchise that made it famous with the upcoming SimCity, the first full game in the series for ten years. The label’s general manager Lucy Bradshaw tells MCV why SimCity is still an industry heavyweight 23 years after it first appeared.
Maxis as a video games brand has been around for 25 years now. From your perspective, what does the Maxis brand mean today?
Maxis is best known for SimCity and The Sims along with a bevy of early SimBrand games. But the sentiment for our brand goes beyond knowing us as simulation creators. Maxis has given gamers playful systems that break down the boundaries of game genres and capture their creativity in such a unique way.
I will never forget my first experience with SimCity. I was both playing a game in which I needed to understand the system to advance successfully but, in the process, I was creating something unique. My own little living city. It came to life as I played, demanded things of me, and made me begin to think of its backstory, how I wanted it to evolve. This unique gameplay that invites you to tinker combined with our desire to engage players in their own creativity and stories is our Maxis hallmark.
The creativity tools that our games centre around are part of what makes a Maxis experience, well Maxis. I
also think that [franchise creator] Will Wright has left a legacy of quirkiness that is engrained in our culture and finds its way into our games. We love to play with life in ways that are unexpected and surprise our players, we love to let players explore the possibility space, share their creations and we value fun failure as much as successful advancement.