User blog comment:Lost Labyrinth/Katy Perry signs a deal related to The Sims series/@comment-1997588-20120119105125/@comment-26744861-20120119181126

EA gain money from the dynamic real-world advertising they implement into The Sims and other EA games. Given that there probably are a lot of people who'll buy anything Katy Perry touches, EA see this as making even more money.