Lucy Bradshaw Leaving Electronic Arts, Rachel Franklin in as New VP at Maxis

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Lucy Bradshaw, who oversaw the development of The Sims and other Maxis Games for 23 years, is departing from Electronic Arts. In an official announcement, Andrew Wilson confirmed that Rachel Franklin will be taking Lucy’s place as Maxis’ new Senior VP. Game Informer also confirms that Maxis will now fall under EA’s Mobile division.

Today we are announcing that Lucy Bradshaw is moving on from Electronic Arts. Through 23 years with our company, Lucy has brought an incredible passion for games and our player community. I want to thank Lucy for her dedication to EA, her contributions to Maxis, and the creative spirit she infused in every one of her teams and projects. We wish her the best as she takes on her next adventure.

There is amazing work happening in our Maxis studios today. Rachel Franklin, who has been leading our Sims Studio, will now take over leadership of the Maxis group. Rachel will continue to lead the teams working on more new content and cultivating the passionate player community in The Sims 4, and now she will drive our efforts on other new Maxis concepts in development as well.

Across The Sims 4 on PC and The Sims FreePlay and SimCity BuildIt on mobile, Maxis IP has never had a bigger and more engaged player base. As we look to the future, we want to expand the scope of opportunity for Maxis to reach more players on PC and mobile, as well as explore cross-platform play. To enable this, we are bringing Maxis together with our mobile teams under Samantha Ryan’s leadership, aligning our strong PC foundation with our mobile expertise. The collaboration between these teams will help us unlock new ways for Maxis IP to connect with players wherever they want to play.

I look forward to more exciting times ahead for Maxis.

SimsVIP wishes Lucy bradshaw the best of luck on all future endeavors.