In this role, Humble will be responsible for The Sims Label, which develops and markets life-simulation games and online communities with an emphasis on creativity, community and humor. The Sims™ is the best-selling PC franchise of all time.

Former The Sims leader Nancy Smith will manage special projects for The Sims Label until she begins a new executive role at EA, to be defined over the coming months.

“Like Nancy Smith before him, Rod Humble has demonstrated strong leadership in defining EA’s The Sims brand as a stand-alone product label. Rod has great creative instincts, uncompromising quality standards, a deep connection with the player community, and most of all, the respect of the team he works with,” said John Riccitiello, CEO of Electronic Arts.

“The Sims Label creates original entertainment experiences which are unique in the way they bring culture, interactivity and creativity together,” said Rod Humble. “It is a privilege to lead The Sims Label team as we look forward to new ways of surprising and delighting customers in this rapid growth time for interactive entertainment of all kinds.”

Humble has been with The Sims Label and EA since 2004. An 18-year industry veteran, prior to joining EA, he was Vice President of Product Development for Sony Online Entertainment where he headed up the EverQuest studio.