What is the purpose of E3? I’m not asking that in a philosophical sort of way. I’m asking that question in the most literal terms possible. Why do companies spend exorbitant amount of money to give presentations to a room full of “press” and influencers to talk about upcoming games and gaming related products and services? Because they believe it’s profitable is the answer I’ve concluded upon. But I’m certainly willing to consider other points of view. I don’t believe it’s for love of the fans. I don’t believe it’s to do actual business like at basically every other trade show. I believe companies show up to E3 as a means to market products based on the belief that doing so increases sales which, in most cases, increases profits. That also means that if companies believed they would take a net loss by showing up to E3 then they wouldn’t show up. Or at least that’s my opinion on this question based on the information I’ve seen and my own understanding of the gaming/tech industry based on my involvement through my job, which is related to gaming on the PC hardware side.
PlayStation didn’t have an official press conference at E3 2019. This was the first time they didn’t show up since the company first started attending in the mid-90’s. This was not a surprise since they made this announcement back in 2018, but it was still a much different E3 experience without PlayStation being there. Arguably, the lack of PlayStation, and to a much lesser extent Activision, not being there considerably lowered the value of even attending the show. That’s not to say that it wasn’t still worth going. I certainly would have gone if I had been able to. It’s just to give a realistic accounting of the cost benefit analysis of attending E3 in 2019 vs that of previous years. Remember that even though Nintendo doesn’t give a live presentation at E3 anymore that they still have a booth on the show floor, which in my opinion might even be more valuable than the presentations when it comes to attending these types of events. For example, I never attend the presentations at Taipei Game Show, but I go every year to see the booths and try out demos. It’s well worth the effort just for that.
Many people have argued that E3 suffered with PlayStation not being there. Even XBOX boss, Phil Spencer, voiced this opinion in an interview. The whole industry cares about E3 and the whole industry suffers when the caliber of E3 is lowered, even if it gives a company a leg up on the competition . . . at the show. Also let us remember that every company that doesn’t show up to E3 burdens other companies with having to show cross platform titles. Cyberpunk 2077, as an example, had to be shown at this year’s E3. It did not have to be presented by Microsoft though. But with CDPR not doing their own presentation and PlayStation not attending, that meant Microsoft had to take responsibility for showing that game, whether it was good for them or not. In this case it probably was good for them, but that won’t always be the case. If I’m honest though, I don’t actually agree with the opinion that PlayStation wasn’t at E3. In fact, I’d say that PlayStation was very much at E3 but decided not to present their in house exclusive titles. Allow me to explain.
As I said, showing up to E3 is about increasing sales, in my opinion. This means that anything presented that will potentially increase a company’s sales can and should be considered beneficial to that company regardless of when and where it was shown during E3. So for example, Ubisoft always does their own presentation, but any games shown by Ubisoft are usually cross platform. Meaning all platforms that will have Ubisoft games presented distributed on them benefit from Ubisoft’s presentation and thus can be considered to have a presence at the Ubisoft presentation. So in the case of Ghost Recon: Breakpoint, which was presented by John Bernthal (The Punisher), PlayStation, Microsoft (XB1 & PC), and Google (Stadia) were all present at/during this presentation. Nintendo, since Ghost Recon: Breakpoint will not be available on Switch, was not.
The real reason PlayStation doesn’t have to show up to E3 is because they’re now there by default. Outside of Nintendo, PlayStation runs the exclusive market. Meaning the only AAA titles you saw at E3, that weren’t presented by Nintendo, except for Gear of War 5 and Halo Infinite will be available on PlayStation hardware. Unless I’m missing another title. Furthermore, there were a few announcements made that were exclusive to PlayStation such as undisclosed content for the Marvel’s Avengers game. Sure there’s a few things XBOX showed that won’t be available on PS4 but pretty much all of them will all be available on PC and none of it was top shelf games. All other games showed from all other conferences, again other than Nintendo, that people will actually whine about not being able to play will be available on PS4. Watch Dogs Legions? PS4 title. Cyberpunk 2077? PS4 title. Marvel’s Avengers? PS4 title. Final Fantasy VII HD Remake? PS4 title. Anything actually worth talking about at E3 this year that isn’t a Nintendo exclusive will be playable on PS4.
PlayStation got free announcement after free announcement during most of E3. Because the fact is that even though you saw Cyberpunk 2077 presented by Microsoft, you are not going to buy it on XB1 if you own a PS4 (or PC). Until the exclusive market reorganizes itself, which it won’t anytime soon since Microsoft seems committed to the play on any device thing, PlayStation simply doesn’t have to attend E3. Every company is presenting for them free of charge. Imagine if E3 2019 had shown no games that will be available on PS4. Like every company just made it a point not to give any sort of free marketing to SONY. What would the show have looked like? These are all the games presented during press conferences at E3 this year that are not currently announced to be coming to PS4.
- Halo Infinite
- Gears of War 5
- Ori and the Will of the Wisps (Originally announced before E3 2019)
- Blair Witch
- Bleeding Edge
- Microsoft Flight Simulator
- Age of Empires II: Definitive Edition
- Battletoads Remake
- Phantasy Star Online 2 Remake
- RPG Time: The Legend of Wright
- Twelve Minutes
- Way to the Woods
- The Legend of Zelda: Breath of the Wild 2
- Luigi’s Mansion 3
- Animal Crossing: New Horizons
- Pokemon Sword and Pokemon Shield
- The Legend of Zelda: Link’s Awakening
- Super Mario Maker 2
- Astral Chain
- Marvel Ultimate Alliance 3: The Black Order
- Cadence of Hyrule ~ Crypt of the NecroDancer Featuring The Legend of Zelda
- Fire Emblem: Three Houses
- Dragon Quest XI S: Echoes of an Elusive Age – Definitive Edition
- Dragon Quest Builders 2
- No More Heroes 3
- Mario & Sonic at the Olympic Games Tokyo 2020
- Panzer Dragoon: Remake
- Devolver Bootleg
That’s 31 games. Of those 31, 15 are Nintendo exclusives, all of which were presented via Nintendo Direct rather than live presentation, as Nintendo has done for the last few years. There were also some small indie projects that were mentioned offhandedly and not given any real stage time during presentations. Of those 16 remaining games, only two are AAA titles and neither of those are new IPs. That means without giving free marketing to SONY, we would have exactly two games worth really talking about from E3 2019 that were presented live on stage. And yes some of these games are timed exclusives for XB1, in the same way that Final Fantasy VII Remake is a most likely a timed exclusive for PS4. But do those actually affect sales by platform that much? Remember how badly Rise of the Tomb Raider (2015) did at release because of the timed exclusivity? No one is going to go buy an XB1 to play Cyberpunk 2077 a little earlier. If anything they’ll just buy it for PC. Which most people who have PC’s, myself included, were probably going to do anyway because that game is just asking to be modded and ran in glorious PC MasterRace settings.
For reference, here’s all the games I’m probably buying on PS4 after seeing them at E3.
- Star Wars: Jedi Fallen Order
- Dragon Ball Z: Kakarot
- Doom Eternal
- Watch Dogs Legions
- Marvel’s Avengers
- Fall Guys Ultimate Knockout
That’s compared to just one game on PC (Cyberpunk 2077) and nine games on Nintendo Switch. PlayStation sold me 38% of the games I’m planning on buying after E3 2019 and they weren’t even officially there. Microsoft sold me only 6% of the games I’m planning on buying and it’s for PC via GOG so they won’t even really get any revenue from it. And honestly the only reason I plan on going the PC root for this game is for mods. And if the game does ultimately get a third person mode, I’ll probably just get it on PS4 because that’s the only mod I really care about.
The fact is that PlayStation has solidified itself so much into the gaming industry as a whole this gen, mostly by controlling the exclusive market and dominating the console player base, that they are automatically present at E3. It’s almost how Steam is synonymous with PC gaming . . . well at least for right now (Lol Epic Games Store). If you play newly released console games on anything other than Switch, it’s more than likely that you’re playing them on PS4. That’s not an opinion. It’s a numerical fact. And because of that, every game you purchase that isn’t an XB1 exclusive, so pretty much none of them, will most likely be purchased for PS4. PlayStation was absolutely at E3. And between the lacking exclusives on XB1, the continued Epic Games Store controversy for PC games, and the lack of blockbuster cross platform titles like Cyberpunk 2077 going to Switch, it’s almost fair to say that SONY won E3 . . . except for Switch owners like me. I have a PS4 and I will be buying a number of games shown this year on PS4, but Nintendo absolutely won E3 for me based on the sheer number of games I’ll actually buy on Switch after watching the Direct. If things continue the way they are now and Microsoft can’t seriously turn things around with Project Scarlett, I wouldn’t expect to see SONY show up at E3 again for a very, very long time. Maybe they’ll show up to present new consoles in release years but other than that they simply have no reason to. Because why spend the money when you don’t have to?