Aussies to step back in time as The Sims marks 25 years with a Y2K pop-up at ACMI via Bolster Group

Electronic Arts (EA) and Australia’s national museum of screen culture, ACMI, have teamed up to celebrate the 25th anniversary of The Sims with a three-day Y2K-inspired pop-up at ACMI from Friday 21 February to Sunday 23 February.

Bolster Group is leading The Sims 25 activation at ACMI as part of a broader Australia-wide campaign with EA to celebrate the game’s 25th anniversary. Superstate, part of Bolster Group’s agency village under Common State, is handling PR.

Fans of the groundbreaking cultural phenomenon can reconnect with their favourite game, soak up millennium nostalgia, and honour the legacy of one of the most influential franchises in gaming history.

Visitors are invited to step back in time to the year 2000 within a fully immersive space styled by acclaimed local creatives and die-hard Simmers, Josh & Matt Design (pictured below). The interior design duo have recreated an iconic pre-teen Y2K-era bedroom, complete with 2000s aesthetics and classic Sims design elements and easter eggs—think blow-up couches, CD towers, fuzzy rugs, and more. And in a total time warp, free bookable gameplay stations will be located throughout the space loaded up with the newly released The Sims: Birthday Bundle.

Says Darren Levin, Head of Strategy & Growth at Bolster Group: “Bringing The Sims 25 to life at ACMI has been a dream come true for Bolster Group. Our team is full of hardcore simmers and Y2k obsessives, and it’s not often you get to celebrate one of the most iconic games — and eras — of all time. This campaign further cements our longstanding partnership with EA, which began with the Spill The Tea campaign in 2021. Since then we’ve worked together to deliver campaigns across the Asia-Pacific, not just for The Sims, but for their EA FC franchise. We can’t wait for fans to step inside this immersive space, relive the nostalgia, and be part of this milestone celebration of The Sims.”

Since its debut in 2000, The Sims has continually redefined the gaming world, pioneering the life simulation genre and leaving an indelible mark on all facets of popular culture. From reality television to DIY to pop music, design and social media, The Sims’ cultural impact over the past 25 years is unparalleled. And with close to 200 million copies sold across four games and dozens of expansions packs, it remains one of the highest selling, most popular, and influential gaming franchises of all time, with a sprawling and engaged global community of fans, players and creators.

Showcasing the creativity and passion that has driven the Sims community for 25 years, fans and visitors to the space can also watch their favourite Sims creators in action during live broadcast sessions streamed directly from ACMI.

As part of the weekend-long celebration EA and ACMI will host a specialist panel on Saturday 22 February exploring the origins, cultural impact, iconic moments and thriving fandom of The Sims globally. Panelists will include Mavis Chan, General Manager, Simulation Division at EA/Firemonkeys, Jini Maxwell, Curator at ACMI and Josh Jessup and Matt Moss of Josh & Matt Design. This exclusive event offers an in-depth look at the legacy of the game, with free entry available by RSVP.

Fans of all ages are invited to join the festivities and register now for free entry. To secure your spot visit the ACMI website.

Find out more about The Sims 25th Anniversary worldwide celebrations and re-releases here.