Renault and Electronic Arts (EA) have 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 their  virtual community games.

This spring, Renault Twizy Z.E Concept car, will be made available to download free of charge for The Sims 3 players within an ‘Electric Vehicle Pack’ (EVP) which will comprise of a number of sustainable environmental items including solar panels and a windmill.

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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.

“This partnership delivers benefits for Renault and the consumer that are unique in today’s media landscape,” said Elizabeth Harz, Senior Vice President of Global Media Sales for EA.

“Millions of The Sims 3 players will be able to download Renault concept vehicles and have a deep experience with the brand, while receiving genuine added gameplay value.”

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“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. .

“We’re excited to work with Renault on their electric vehicles and have them available for download for The Sims 3.”

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