Ever one to push a proven franchise forwards, EA today announced The Urbz – a side-story to The Sims, currently in development exclusively for the consoles.

For the first time ever, Sims are living in a city where reputation is everything. Players are given the ability to custom-create new Sims, called Urbz, by customising their unique style and building their status to become the biggest “player” within the city.

Currently in development for the Playstation2, Xbox, GameCube and GameBoy Advance, the home console versions allow players to take their Urbz to work and be challenged by bosses at locations such as the Sushi Bar, Chop Shop, or Bootleg Fireworks, Inc. Success within their career brings the player well-earned promotions and gets them access to power socials to help them influence other Urbz.

It’s suggested that the game offers direct control, allowing players to undertake job challenges for job objects, skill-building objects and power-social interactions – ok we haven’t got a clue anymore!!!

The aim appears to build up relationships with other Urbz to increase their reputation, influence other Urbz, and gain access to city districts, jobs and lifestyles.

In addition the Playstation2 version will feature EyeToy support, allowing players to download their image into the game; as their rep grows within the game, their image will begin to be reflected within the game.

Bizarrely the GameBoy Advance version appears to offer a distinctly different approach, with players starting out in a city on the brink of ruin. After getting fired from their job, players stumble upon Daddy BigBucks’ devious plot to take over the city. Players are challenged to thwart his evil scheme, whilst building their rep to become the biggest player in the city.

Players gain access to new vehicles like a hover craft to explore 25 brand new locations including Urbania, Sim Quarter, and the Bayou where they will interact with residents, master eight lively mini-games such as Moogoo Monkey Madness and Motocross Mayhem, unlock new Xizzle motive power ups, and collect over 120 new objects. Players will link two GameBoy Advance systems together in the Multiplayer Café and play head-to-head mini-games, unlock new features, and trade rare items.

"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."

To be honest we’re completely baffled by these announcements; however expect more information from E3, where the game will make its official debut.