The Sims 3 was a commercial success, selling 1.4 million copies in its first week. Critics issued mostly positive reviews, with an 86/100 score from aggregator Metacritic. The game has sold over ten million copies worldwide since its 2009 release, making it one of the best-selling PC games of all time. As Art Director for Popgun Design one of my core responsibilities was the evolution and continued success of the Sims 3 franchise. Beginning with the Base pack and extending to the eleven expansion packs and nine stuff packs that was no small task. Working with the marketing lead at EA and building a successful design pipeline we were able to accomplish this and contribute to the continued success of the title and franchise.