EA unleashes The Sims 3. I'm Fred Fishkin with technology Boot Camp, a report on gadgets and gear. With a massive ad campaign behind it, Electronic Arts is out with The Sims 3... the latest edition in the virtual life franchise that has sold 100 million copies around the world. Associate producer M.J. Chun says players have more control over the appearance of the characters they create....and their personalities...

"They get to pick five personality traits. And you can make someone who is ambitious and is an evil Sim who happens to be a genius and maybe also a hopeless romantic. And then you get to control their life destinies."

EA says about 60 percent of Sims players are female. The Sims 3 for Windows and Macs sells for about 50 dollars. There's a collector's edition for 20 dollars more....and an app for the iPhone as well. You can find us...with archives, interviews and more at BootCamp.com. I'm Fred Fishkin.