Marketing Evenings VAN: The Sims and the Power of Fandom

Join us in Vancouver for a behind-the-scenes look at how EA is keeping one of the world’s most iconic games at the forefront of culture.

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Join Kate Reid and Siobhan McEvoy from Electronic Arts for a conversation about how fan-first thinking and creative risk-taking have helped keep The Sims at the center of culture for 25 years. From launching a global anniversary campaign to crafting partnerships that spark conversation, they’ll share how EA continues to evolve an iconic franchise through bold storytelling, community insight, and cultural relevance.

Kate Reid

Senior Brand Marketing Manager

Kate Reid is a senior brand marketer at Electronic Arts, where she leads global brand strategy for The Sims, one of the most iconic franchises in gaming history. Known for her ability to fuse fan insight with breakthrough creative, Kate has helped bring major campaigns to life that resonate deeply with players and push the brand into new cultural territory. With a background in storytelling, strategic partnerships, and global campaign execution, she’s passionate about building brands that last, and that listen.
Siobhan McEvoy

Senior Producer

Siobhan McEvoy is a senior producer at EA with over a decade of experience launching some of the world’s biggest games. From console to mobile, she specializes in cross-functional collaboration and flawless execution, bringing bold creative concepts to life across digital, experiential, and content. Most recently, Siobhan played a key role in producing The Sims 25th anniversary campaign, helping translate brand legacy into fresh, fan-first experiences across global markets.

01
The Sims at 25: Celebrating a Legacy

What does it take to honour a global fanbase and 25 years of play? Kate and Siobhan break down the global campaign behind The Sims 25th anniversary, highlighting how storytelling, nostalgia, and player love shaped one of the brand’s most meaningful launches to date.
02
Delivering Blockbuster Execution at Scale

Massive games demand massive execution. Get a look inside EA’s campaign engine and how marketing and production teams collaborate to turn big creative ideas into seamless, high-impact global rollouts that fans and players remember.
03
Culture Meets Campaign: Strategic Pop Partnerships

From viral collaborations to headline-grabbing brand moments, EA knows how to stay relevant. Discover how The Sims and other EA titles break into pop culture by teaming up with unexpected partners, creating buzz, reach, and cultural stickiness in an ever-evolving entertainment landscape.

Gourmet Light Refreshments – Enjoy a curated selection of artisanal bites and small plates, perfect for connecting with colleagues.
Settle in for easy conversation and good company in a warm, welcoming space. With a thoughtful selection of beer and wine on hand, it’s the perfect backdrop for winding down or catching up.

Have dietary restrictions?

To ensure we can accommodate your dietary needs, please inform us at least 48 hours before the workshop start date.

BrainStation Vancouver

455 Granville St, Vancouver, BC

Finding Your Way

Steps away from the Waterfront Station’s Granville St entrance. Our event space is on the ground floor.
Ride Sharing and Taxi Drop-off

Visitors being dropped off by a ride sharing service or taxi should enter the Starbucks across the street at 700 W Pender St as only city busses are allowed on Granville St in front of the campus.
Once You're Inside

Our staff will be there to greet you at the campus reception.