Renault and Electronic Arts Inc. announced a multi-year agreement that will enable players of The Sims 3 PC/Mac to integrate Renault’s forthcoming range of electric vehicles into one of the world’s most successful entertainment franchises across Europe, the Middle East, Africa, Latin America and Asia.

This spring, Renault Twizy Z.E Concept car, will be made available to download free of charge by The Sims 3 players within an ‘Electric Vehicle Pack’ (EVP) which will comprise a number of sustainable environmental items including solar panels and windmill. The use of the EVP inside The Sims 3 will have positive repercussions for a player’s in-game family by reducing their weekly virtual household bills.

“Electric vehicles are additionally going to appeal to younger, more socially conscious prospects and especially early adopters. This is the heartland of The Sims 3 community and it thus provides a great innovative way to build the Renault Brand just ahead of the Renault range of affordable electric vehicles themselves”, said Stephen Norman, SVP, Global Marketing for the Renault Group.

“The Sims 3 players have demonstrated consistent enthusiasm for bringing cool ‘real world’ brands into their virtual world,” said Steve Seabolt, VP of Global Brand development for The Sims.

This partnership was negotiated by OMD Fuse International on behalf of Renault.