A 25-hour global celebration of one of gaming’s most iconic communities, complete with Doja Cat, Latto, The Sims creators worldwide, and a set built with 25 years of easter eggs.

THE CHALLENGE

How do you celebrate 25 years of The Sims in a way that feels bigger than a simple anniversary stream? The ask wasn’t just to go live for 25 hours straight, it was to create a moment that united a multi-generational, global fanbase, entertained across multiple time zones, proving The Sims’ cultural impact is still peak.

THE RESPONSE

We built a purpose-designed set in LA packed with deep-cut The Sims easter eggs (including a few surprises even the developers didn’t spot).

From there, we produced a marathon 25-hour broadcast, orbiting peak viewing hours around the world and linking in creators across multiple languages.

Big-name talent amplified the celebration, with Latto live in studio and Doja Cat streaming from her home. Behind the scenes, our Emmy-winning The Sims superfan producer helped ensure every detail rang true.

The result? A global event that felt authentic to the community while elevating The Sims franchise as the cultural icon in gaming.