To mark the event of the Sims 3’s launch, AMUSEMENT produced a 16-page advertorial looking at the creative aspect of the Sims’ virtual world. Featured here were interviews with actress Sara Forestier – who described her approach to gaming – and Patrick Renaud, professor at the Ecole des Arts Décoratifs, with whom we discussed digital creativity. Psychologist Michael Stora, who deals with questions to do with the virtual, offered us insight into the relationships we establish with our Sims, whilst Naïve New Beaters told us what it was like for them to write the game’s theme track. Analysing for us the customization processes at work in the Sims, designer Mathieu Buard completed this thorough look at the creative potential of a decidedly unique game.