Launching globally in 2009, The Sims 3 has shifted 98 million units worldwide since its beginnings in 2000.

The new title will boast a seamless open-world environment, a huge number of storytelling options and a huge number of locations. EA is particularly pushing the new create-a-Sim interface, highly realistic personalities and an infinite number of customisation options.

Rod Humble, head of The Sims Studio, outlines what gamers can expect from the new title: “In The Sims 3, Sims can go beyond the boundaries of their home lot, and immerse themselves in an open, living neighborhood, interacting with other Sims using our new deeper personality system,” he said.

“It is this type of open-ended gameplay that inspires endless creative possibilities. In addition the new goals and rewards systems will give players of all kinds from core gamers to storytellers the ability to enjoy long-term gameplay.”

Ben Bell, Executive Producer on The Sims 3, added: "The new engine and technologies in The Sims 3 are designed to unleash the player's imagination with realistic looking Sims who have distinct personalities and a seamless living neighborhood for them to discover. Players are going to be thrilled by the level of realism in The Sims 3!"