A senior executive recently mused that if it wasn't for The and World of Warcraft, the platform would be all but dead in the water. Of course, 2 developer might have something to say about that, as would countless other developers, no doubt, but the fact remains that these two games have propped up on the format in recent years, proving to other developers that there is life in the old beige box yet (if only they might find a way to tap its potential).

Worldwide, series has sold nearly 100 million copies to-date, proving to anyone that might care to argue that while not every PC game is a best-seller, when you do hit that sweet-spot there still isn't a rival format that can come anywhere near to the PC's installed base. Little surprise, then, that have recently confirmed that The Sims 3 is on the way - the publisher presumably realising that when your moving on to Ikea-themed add-ons as The Sims 2 has, then it really is time to shake things up a bit.

Despite only recently stepping into the limelight, The Sims 3 has actually been in the works for about three years, EA having rebuilt the game engine from scratch. We're promised a more expansive, detailed and realistic world with number three, including seamless open 'neighbourhoods' for our digital charges to explore in their daily lives.

The game will also include a new Create-A-Sim mode, enabling players to create more varied characters, even building virtual avatars of themselves should they wish to. Such customisation isn't a superfluous addition, either, EA clearly paying attention to the non-hardcore gaming demographic that enjoy Sims games, and also don't mind a spot 'tweaking', before the core gameplay ensues. It is this type of open-ended gameplay that can inspire 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," says Sims Studio boss Rod Humble on the new game's positioning.

The open-world, or 'neighbourhood', as The Sims 3 calls it, is perhaps the main innovation Maxis will be pushing as the game's 2009 debut nears. Specifics give way to the general at present, but we do know that this idea will see players following their Sims around town, going to work, meeting friends, bumping into enemies and making new chums - all in a living breathing world that will offer more opportunities for activity and engagement than past games in the venerable series. This includes visiting other people's homes, or checking out other buildings and external locations, such as the park. We're thinking of a sort of family-friendly at the moment, though this is probably some-way off the truth.

Storytelling will form an important part of The Sims 3, the game's creators working hard to ensure every little life you foster is unique and interesting in new ways, via multitudinous combinations of environmental and random factors. What we can be sure of is that Sims' will now have far greater opportunities than before.

Moving onto the previously mentioned Create-a-Sim, we're told this will also add a lot more uniqueness and personality to the game. Every body shape is represented, multitudes of faces, skin tones, ages, complexions. Even hair colour. Fine-tuning is the aim of the game, and sensing that non-hardcore gaming audience once again EA even tease that you'll be able to make your Sim resemble a "a famous personality," should you wish to.

Linking in with the complexities of the Storytelling side of the game, we also learn that AI will be bolstered in The Sims 3, in part through the Realistic Personality System it sounds like Maxis are particularly proud of. You'll be able to embellish your creation with five character traits, which will in turn impact how in-game events unfold, and the options available to your Sim. Rich, complicated characters is the order of the day, Maxis asking: "Will you create the nosy, inappropriate, kleptomaniac grandmother who loves to meddle in other people’s business? Or the commitment-phobic, hot-headed punk rocker whose rude nature and childish disposition keeps him from scoring a date?"

700 million combinations are promised of the Personality system, and for the first time the opportunities and pluralities of the game world will be represented in the characters who inhabit it.

Changing Rooms-esque customisation will be available in the designing of your character's pad, and once again those non-hardcore gamers are likely to be lured by the detail and choices on offer. "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," says Ben Bell, the game's executive producer.

Concerns. We have a few. While a lot of the game's target audience won't be hardcore graphics-junkies we'd like to think that the game world will look the part, even if EA will no doubt be supporting low-end PCs in a bid to lure back the millions that purchased the original game. Meeting expectations whilst ensuring the game runs well on even modest is probably one of the key aims of the new game engine - so we'll be watching the aesthetic side of things with interest.

On the subject of helping out those pesky non-gaming gamers, we're also hopeful that the core play won't be too dumbed down, and that players that would rather focus on the "Sim Life" side of things won't be forced to do too much home redecorating or furniture purchasing. Likewise, Maxis will need to keep an eye on the critics by ensuring the game isn't viewed as a simple update of past offerings - although a three year period so far bodes very well on this front.

All in all however, given Maxis' talent for crafting top-notch Sims titles (of all kinds), we probably shouldn't be too worried, and it is with optimism that we look forward to re-visiting Simsville.

By Luke Guttridge