The Sims 4 to attend this year’s GamesBeat!

The Sims 4 bosses talk about ‘Playing with Life’ at GamesBeat 2014

We’re pleased to announce today more must-see speakers for GamesBeat 2014, our game-industry conference that takes place Sept. 15 and Sept. 16 at the Parc 55 Wyndham Hotel in San Francisco.

Join these creative leaders in a discussion about developing fun and habit-forming simulation games. You’ll hear about the creative process, launch, and engagement of The Sims 4 as well as their look into the future of life sims and what makes them so popular.Our next speakers are a dynamic duo: Lucy Bradshaw, the senior vice president of the Maxis label at Electronic Arts; and Rachel Franklin, the general manager of The Sims Studio at EA. Their fireside chat is “Playing With Life: A Conversation With Lucy Bradshaw and Rachel Franklin.”

Bradshaw oversees the development of all games that Maxis makes, including The Sims and SimCity. She leads the charge to expand the reach of EA’s games by exploring new experiences for players around the world. She joined Maxis in 1997 and has managed the development of popular games including SimCity, Spore, The Sims 2, SimCity 4, SimCity 3000, and The Sims. She is overseeing the development of The Sims 4, which debuts in early September. Prior to joining EA, she worked on games such as Rebel Assault and The Dig at LucasArts.

Franklin is the executive producer on The Sims 4 at EA, and she has more than 20 years of experience in games. She started as an associate producer at Activision on the rerelease of Zork, and she was also worked on titles like Atari 2600: Action Pack and Muppet Treasure Island. She worked at startups doing work for Lego, Pioneer, Bayer, Mattel, and MSN. She also worked in senior product manager roles for OnLive and then joined EA, where she runs The Sims Studio.

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