... as new talent hunt begins

It has traditionally been sponsored by broadcasters or DVD companies – but now Britain’s longest-running competition for new comedians is to be supported by a more virtual backer: The Sims 3 game.

So You Think You’re Funny – which has previously been won by Peter Kay, Rhona Cameron and Lee Mack – launches with its first heat next week. Under the new sponsorship deal, there will be Sims goodie bags and prizes at the events, while consoles will be set up to play the game at the Gilded Balloon, which hosts the final, during the Edinburgh Fringe.

Claudine Harris, head of marketing for The Sims 3, said: ‘Humour has always been a large part of The Sims and we hope our activity in the lead-up to the Edinburgh Fringe will show comedy enthusiasts just how funny the game can be.’

Just over 300 people applied to take part, and the first of 24 heats takes place at Crack Comedy Club on Monday.

Published: 19 May 2011