Katy Perry is the latest music artist to work with EA in its game franchise The Sims, but she’s going beyond the Simlish tracks donated by other musicians. EA’s plan: “multiple games within The Sims franchise featuring special Katy Perry themed in-game content and virtual goods”, starting with a branded version of The Sims 3 Showtime, which launches in March. The virtual items will include accessories, clothing, hairstyles, furniture and props, and Perry will star in a series of TV, print and online ad campaigns for the games. “Today marks the start of the most integrated and exciting collaboration with any artist in the history of The Sims,” says EA’s worldwide executive of music Steve Schnur. The deal raises the prospect of a new battlefield between EA and social games firm Zynga, which has worked with Lady Gaga and Michael Buble on in-game campaigns.

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