![]() In the pitch deck, the ESA said these could include watching the LA Lakers play a basketball video game on the show floor or seeing actors compete in a friendly tournament. The shakeup includes a focus on "high-flow game pavilions" and on-floor "activations," which usually means statues and celebrities that fans are likely to photograph and share on social media. Last September, a leaked pitch deck revealed that the event will turn into a "fan, media and influencer festival" in 2020. The ESA is planning a major shakeup for E3, and it might not be to Sony's tastes. The trade association has also been criticized for defending loot boxes, but it since announced it will soon require Microsoft, Nintendo and Sony to disclose the odds behind them. Two years later, the Entertainment Software Association (ESA) - the show's organizer - accidentally leaked personal information of more than 2,000 journalists and influencers. The show opened to the public in 2017 and was immediately branded a " mixed bag." Attendees were frustrated by the long queue times and alarmed by the show's lax security, which didn't include metal detectors or bag checks. They're temporarily put aside, though, which is suboptimal if you're a marketing executive obsessed with words like "reach" and "engagement."Į3 doesn't have the best reputation, either. The announcements aren't forgotten, of course, when somebody else takes to the stage. The congested schedule means that individual companies get a couple of hours at most to dominate the news headlines and social media chatter. Press conferences are bunched together to ensure that every console maker and publisher has announced its respective games before the convention doors open. Sony understands the power of this format and has tinkered with its own State of Play live streams outside of E3.įor PlayStation's creator, there's another obvious downside to attending E3: a hotly contested spotlight. Smaller outfits, including Devolver, UploadVR and Limited Run Games, used a similar format for their E3 2019 conferences. For years, Nintendo has complemented its massive E3 booth with a snappy Direct-style video packed with trailers and silly skits, for instance. Some companies have also embraced pre-recorded press conferences. It also benefited every time a cross-platform title or PS4 exclusive - console, timed or just plain exclusive - appeared at another company's press conference, such as Final Fantasy VII Remake. Sony managed this last year by hosting its annual Days of Play sale during the same week. ![]() In short, you can be a part of E3 without being in E3. Devolver, meanwhile, has long used a parking lot to show off its indie wares. The fan-focused Xbox Experience is at the Microsoft Theater, while the streamer-centric Mixer Dome sits in the L.A. EA's sprawling Play event, for instance, takes place at the Hollywood Palladium. But it's an expensive place to exhibit, which is partly why so many companies have moved their events to a location outside the Los Angeles Convention Center. For comparison, Gamescom - Europe's largest fan festival and industry-focused gaming convention - has stood firm with roughly 370,000 attendees the past two years.Į3 is still an exciting show with an unmatched selection of press conferences and video game reveals. Roughly 66,000 people attended the show last June, down from 69,000 the year prior. ![]() For one, many believe that E3's influence and cultural relevance is slowly evaporating. ![]() ![]() For the second year in a row, Sony is passing on E3, the video game industry's largest annual trade show. ![]()
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