At the beginning of things, lots of property will be available for purchase, so setting down a few beginner businesses is pretty easy. But before too long, other buildings will begin springing up, some competing, some helping. For instance, if a player were to focus on building up bars and shops, the computer AI might begin focusing on the development of residential buildings. This can help by inviting more customers to live in the area. If a more balanced approach was taken, the AI would have to take a more competitive approach to stay afloat.

Buildings begin as pretty cheap businesses. Over time, they can be upgraded to attract more individuals. For instance, during the demo, a dance club was placed on the outskirts of the developed area of Greenwich. Each building has an area of influence associated with it that regulates how many people are aware of it and will take advantage of it. A starting club doesn't have a gigantic area of influence so not too many residences knew about the club at all. But each building has upgrades that can directly affect that area. The club can be upgraded with neon signs to start things off and eventually spotlights on the top of the building. As you might imagine, spotlights can attract quite a bit of attention.