EA wants ‘The Sims’ to be its answer to Roblox. Players have other ideas.

The Sims 4 has been out since 2014, but Electronic Arts (EA) just figured out a new way to breathe life into its decade-old game. A new Maker Program, which is attached to a public Marketplace, will empower The Sims 4 players who want to build and share custom in-game experiences.

A blog post published by EA explains how the new program will work. So-called Makers can apply for a revenue-sharing agreement that compensates them when other players access their custom items. Those sales occur through the Sims 4 Marketplace, where players can peruse and purchase a wide selection of “Maker Packs.” Moola is the name of the in-game currency facilitating those transactions.

“Creative freedom, accessibility, and trust have always been central to The Sims,” reads the post. “By giving Makers an official place to share their work, and giving you an easy way to discover and support it, the Marketplace stays true to the values that have shaped The Sims for decades.”

The new program is EA’s answer to Roblox, the virtual sandbox that pays out billions each year to a lively community of on-platform creators. Custom Roblox experiences have become such hot commodities that AAA video game developers are eager to get in on the fun. For example, Rockstar is positioning the long-awaited Grand Theft Auto VI as a Roblox competitor

For EA, The Sims is the most sensible choice for a Roblox rival. The two franchises have a lot in common: They’re both open-ended, creative titles that are full of colorful accessories and other cosmetics. There’s also a generational component in play here: Gen Alpha loves Roblox while Minecraft got big as Gen Z’s domain. The Sims, however, has long been a Millennial touchstone.

Thanks to the College Football franchise, EA already knows how impactful creator content can be. Can it longtime gamers into Makers?

Well, maybe not. The Maker Program is a good idea on paper, but its execution leaves much to be desired. EA is taking 70% of revenue from Marketplace transactions, which is a far worse deal compared to similar creator programs. The Sims star Simandy has already exited the Marketplace after accusing EA of pushing its Makers too hard.

When you factor in the ongoing creator exodus that stems from EA’s sale to Saudi buyers, the Maker Program really starts to look like an uphill battle. But hey, this is EA we’re talking about. If you expected the authors of the most-downvoted Reddit comment of all time to have unproblematic creator relations, then you’re looking at the wrong company.