EA today announced The Urbz, a console-exclusive evolution of the Sims series. The major focus of The Urbz is that of creating a reputation for yourself. This is done by being successful at work and knowing a lot of people. No, we're not joking.

"We're taking The Sims-on-console franchise in a dramatic new direction. Now that sims are in the city, they are now known as Urbz, they have a bold new look and style," said Sinjin Bain, vice president and executive producer of the game at EA's Maxis studio. "For the first time, players will control Urbz at every moment of gameplay–while they are on the job, earning their street rep, or exploring a city that is alive 24/7."

Depending on where your Urb works, you will face different tasks. Succeed at these tasks and you'll get a promotion. When not working, you can explore the city, building up your reservoir of in-game acquaintances. The better your job and the more people you know, the more powerful you are. It's like a crash course in street cred.

The Urbz offers a wide array of character customization, including piercings and tattoos. With EyeToy support, it's possible that players will be able to plaster their own faces on their Urb.

Set to be one of EA's showcase titles at the upcoming E3, The Urbz has no set release date at this time. We'll have a release date, and hopefully hands on impressions, in our E3 coverage next month.

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