E3 2019, A Post

Usually I make a post about E3 where I take some time to talk about the games shown and spend the rest of the post ranting about how the entire concept is outdated, biased towards undeserving members of the gaming community, and how it needs to be more accessible to the public or just die already. This year I’m not going to do that. Instead I’m going to just write my thoughts on a number of moments/topics addressed at E3 as completely disconnected mini-blog posts. There are some larger topics that I want to discuss in more detail and will in later blog posts, but this year for my E3 post I wanted to change it up ever so slightly. There will still be a fair amount of ranting though.

1. Who Won E3?

Usually you end with this but I wanted to start with it because it’s not actually the most important topic of E3 I want to discuss. So to cut right to the point, Nintendo won E3 this year. For me, winning E3 means garnering the most future sales . . . of games, not hardware. Now since I’m only speaking for myself, that means the winner of E3 is always the company that shows the most games that I leave the presentation at least 70% sure that I’m going to end up buying, preferably before the next E3. This was without a doubt Nintendo.

Nintendo Direct E3 2019

Now chances are I won’t buy all these games in the long run. But if I had an unlimited amount of time and money, these are all the games shown at E3 this year that I am not on the fence about wanting to buy. Meaning if they went on sale tomorrow and money was no issue, I would absolutely buy these games with no additional information. Note that I’m also not counting any games that I was already sold on before E3 because of previous announcements/presentations.

Microsoft

  • Star Wars: Jedi Fallen Order
  • Dragon Ball Z: Kakarot

Bethesda

  • Doom Eternal

Ubisoft

  • Watch Dogs Legions
  • Gods and Monsters
  • Roller Champions (Technically free to play but I’m counting it here anyway)

Square Enix

  • Marvel’s Avengers

Devolver Digital

  • Fall Guys Ultimate Knockout

Nintendo

  • Contra Collection
  • Luigi’s mansion 3
  • The Legend of Zelda: Breath of the Wild 2
  • Animal Crossing: New Horizons
  • Cadence of Hyrule
  • Collection of Mana
  • Panzer Dragoon Remake
  • Ni No Kuni Remake
  • Astral Chain

New Ganon

The number of games I’m fairly likely to buy shown by Nintendo, again that I wasn’t already planning on buying going into E3, is more games than I’ll buy from all the other companies combined. Even if you remove the Breath of the Wild sequel because that was just a tease, it’s still overwhelmingly Nintendo with the victory. Nintendo won E3.

2. Screw Leaks & the People Who Leak Them

Every E3, as with every big gaming/tech event, there are usually some leaks. This was of course true for E3 this year as well. What I noticed this year, which may have happened in past years as well but went unnoticed by me, is that leakers were getting caught by developers/publishers and then people were coming to their defense. For instance, there’s this leaker on Twitter that was apparently contacted by Nintendo with a cease and desist order before the Nintendo Direct was shown. Because of this, they didn’t leak information about Nintendo’s presentation but did about basically all the other presentations. After they tweeted about Nintendo’s threats people came out of the woodwork to defend the leaker and get angry at Nintendo. This was of course not the only leaker but just one example. Even Jason Schreier tweeted in defense of leakers, which was shocking to me considering how much work he’s put into defending and supporting better treatment for developers.

 

Personally I hate leaks. When I was young and uniformed, I used to think leaks were so cool. Now that I have a job in the tech industry, I think they’re the worst thing ever. And I get really angry when people defend leakers with arguments like “the billion dollar corporation won’t be affected that much” because it shows a complete disregard for people like me, the marketers. It is true that in the grand scheme of corporate profits, leaks have very little effect. But profits have nothing to do with why leaks are bad. Corporations, of all sizes, have employees, sometimes full teams of them, that are responsible for creating and executing marketing plans for new products. It doesn’t matter what kind of product it is. It can be hardware, which is what I do marketing for, or it can be software, such as new games. All companies, especially the ones that show up at events like E3, have marketing employees. These marketing plans take a lot of work. They’re planned sometimes months in advance. They take a lot of time and effort and often cost a lot of money. What most people don’t realize is that when leaks happen, those plans often have to change on the fly or get cancelled altogether. Imagine if months of your work was instantly destroyed because some asshat found out some privileged information by taking advantage and betraying the trust of a friend or business acquaintance and posted it to the internet for some clout. That’s what leaks are. And it doesn’t just end there. Companies have to adjust marketing plans based on the fallout from leaks. This is essentially emergency crunch time but for marketers. And it doesn’t matter when and what the situation is. You can be at home about to eat dinner with your family and suddenly get a call that a leak happened and an entire marketing plan has to be changed in the next day in time for an event. Then you also have to deal with the fallout of the leak internally. Some companies take this very seriously and will do an internal investigation to find the source. People can get fired. Entire teams can get fired if the damage is large enough and they can’t discover the culprit.

 

No I’m not speaking in hyperbole. I’m speaking from personal experience. Last month was Computex. My company had a booth there. I was part of the team responsible for the show’s online and offline marketing plan. I personally wrote more than one of the press releases for the show. I also had to help setup the booth for the show the day before it started. Somehow we had a leak happen for one of our products the day before the show started. I was literally on site setting up the booth when a coworker rushed over to me with the news and handed me a laptop saying a press release had to be rewritten to adjust based on internet response to the leaked information. Now this was a low level leak. It wasn’t a flagship product, there wasn’t a huge marketing plan created for it at that point, and rewriting a press release in the middle of a soft construction site, though rushed and inconvenient, was not the end of the world. But that’s when a leak scenario is not that bad. Imagine if it was the night before E3 and you’re in a bar drinking celebrating the fact that your multi-million dollar marketing plan that took a team of more than 50 people months to plan and put into motion was finally finshed when suddenly you get a call from your boss saying the game has been leaked and the entire plan has to be shifted or even scrapped. That’s the reality of leaks for marketers. As much as people seem to care about developers, they never seem to care about all the other people involved in launching a game or product. Leaks have little effect on developers, especially in the short run. But they play havoc on the lives of marketers and marketers are not rich douchebags in suits drinking scotch laughing at the underlings. Marketers are the underlings. We’re struggling laborers just like any other employee at any other company. We’re not famous. People don’t praise and buy products because we’re creating the marketing assets for them. It’s thankless work that no one thinks about and it’s usually underpaid work, especially for the writers. So I hope the next time you hear about a leak you ignore it and remember that someone’s day is probably gonna be ruined because of it and that someone works hard for less than they deserve, just like you probably do.

3. Subscriptions, Subscriptions, & More Subscriptions

UPLAY + Stadia

It seems my fears are coming to fruition. The age of subscription services will be in full force within the next year. So many companies announced new subscription services. XBOX updated the Games Pass to a premium version, of course for a higher price. But they also announced a PC only version which I do think is a nice surprise. But they also announced a new cloud service. Ubisoft will have a subscription service. Square Enix implied they plan on launching a subscription service. And then there’s Stadia, which I already hate the sound of. The worst part is that Ubisoft’s subscription service will connect to Stadia. Meaning you have to buy a subscription service to play games inside a subscription service you’re also buying. It’s a recursive cost that will probably multiply exponentially overtime.   I fear a future where companies do away with buying single games altogether and they force you to do annual subscriptions that require subscription based platforms subletting on other subscription based platforms. Imagine if one day to play a PC game you need to use Microsoft Windows as a subscription service because you can’t purchase one off licenses anymore. But then you also need to subscribe to Stadia to run games on your lower range hardware. But of course you’re also paying an internet service fee to stream Stadia which will charge you a premium for bandwidth. Then you have to pay for the PlayStation cloud service subscription because you want to use your PSN account for your friend’s list and trophies. But you’re trying to play a Ubisoft game like Ghost Recon: Breakpoint so you have to subscribe to Ubisoft’s subscription service. Suddenly what used to cost $60 plus your extant hardware now costs like $19.99 to the power of 5 monthly. It’s a depressing dystopia for the gamers of tomorrow. I fear the day that GOG and Steam jump onto the subscription bandwagon.

4. Devolver Digital Made Light of My Fears

Devolver-Digital-E3-2019

I’ve actually never watched the Devolver Digital E3 presentation before. To me they’ve always been kind of an odd duck. They make/publish indie class games that I rarely ever play. I’m not saying they make bad games by any means. I actually own nine of their titles and I’ll almost certainly buy Fall Guys Ultimate Knockout. I also really liked Luftrausers and The Talos Principle, which I never actually finished sadly. But to me they’re also kind of an enigma. I almost never realize a game is published by Devolver Digital even if I’m very aware of the game. So I wasn’t even planning on watching their presentation this year. The only reason I did was because a friend told me I’d really enjoy it and that they made fun of a lot of things I talk about often. So I watched it and it was excellent, but it was also scary. They ironically discussed a number of issues and trends in the gaming industry that I’ve been talking about for years. It reminded me of when Ajit Pai did that skit about being a paid shill for ISPs. In the age of games as service models, loot boxes, unfinished games supplemented with paid DLC, and other such bullshit, I found it equally refreshing and horrifying to see a publisher talk honestly about these issues while simultaneously making fun of them in the pursuit of profit. It’s a weird time to be alive.

5. Star Power, Star Pricing?

kingdom-hearts-3When I was a kid, Hailey Joel Osment was a famous child actor because of his ability to see dead people (that’s a The Sixth Sense (1999) reference). When it was announced that he would be voicing the main character for the English version of Kingdom Hearts, it was a special moment. While I don’t assume he was the first legitimate movie actor to voice a video game character, he was the first that I could remember being fairly famous for acting in movies at the time of doing the game. It was common with TV actors, such as TC Carson as Kratos, but they never had as much value demand as movie actors and still don’t in most cases. The fact that Hailey Joel Osment stayed with the Kingdom Hearts franchise all these years and returned to voice Sora in Kingdom Hearts III is actually really cool. But what’s important here is that Hailey Joel Osment was never really an A-list star and more importantly he got into video game voice acting in a time where even A-list stars weren’t as meaningful to the public or as expensive as they are now. The other really important detail is that Hailey Joel Osment’s likeness wasn’t actually featured in the games he was voice acting in. The first truly epic actor I recall playing a character in a AAA video game and showing their full likeness was Kevin Spacey in Call of Duty: Advanced Warfare (2014). I’m not saying that this was the first instance of this happening. I’m just saying it’s the first one that I can remember. Also note I’m not counting movie tie in games because that’s a different animal. Now we’re starting to see the use of top tier actors in games as actual characters in the games become more commonplace.

cyberpunk-2077-keanu-reevesAt E3 this year both Keanu Reeves and John Bernthal presented games because they are featured characters in those games. This is cool. It’s also expensive. My fear here is that publishers will try to leverage this practice to ultimately raise the price of games. They’ve been trying to increase that $60 MSRP for like two generations of consoles. Every time a new gen is announced, a company, usually EA, mentions the prospect of game prices increasing, the internet goes into an uproar, and then it doesn’t happen. But what if instead of tying the price increase to hardware or development costs, like they usually do, they tie it to star power? Who could actually dispute the argument that John Wick costs more to include than normal video game actors? Does it not make perfect sense that having the Punisher play the villain in a game would cost considerably more for development than say Troy Baker? Not that I’m knocking Troy Baker’s talent by any means. But it’s ridiculous to think that he costs as much to put in a game as Keanu Reeves. Suddenly we’re seeing fairly successful and notable stars pop up in games way more often.  Norman Reedus, Mads Mikkelsen, and Guillermo Del Toro will all be in Death Stranding. And people are eating the star power up. Keanu Reeves’ presenting Cyberpunk 2077 at E3 is being called the best moment at E3 by a wide margin. Do you think all these actors are working because of their love of video games? Not likely. Now hopefully I’m wrong. Hopefully prices won’t increase and rightfully they shouldn’t with loots boxes, paid DLC, season passes, microtransactions, and so on. But if you start hearing companies say things like “games have moved past AAA” then those should be warning signs that price hikes are on the way.

ghost recon breakpoint6. CDPR Reinforces Bad Behavior

It seems every year there’s some diehard fan and/or paid shill that just yells too loudly and too often during these E3 presentations. I work in the tech hardware industry so presentations like this are usually attended by introvert tech nerds, some highly analytical, usually older media, and other industry members who can no longer be asked to get too excited about an increase in processor speed or the inclusion of additional RAM slots on a motherboard. So yelling during a press conference basically doesn’t happen in my neck of the woods. But gaming events are attended by gamers. Not only that, but they’re “press” events which in 2019 means streamers, YouTubers, and other people who make a living by being obnoxious, self-absorbed, and lacking in basic human behavioral standards. Not to mention a lot of them are too young and inexperienced to actually understand the concept of professionalism. So I get why yelling occurs. But as we saw at the Bethesda conference this year, yelling during the presentations other than at specific scripted/expected times can be burdensome to both presenters and the audience. It’s a problem that can’t really be solved in any intentional way, other than not letting those damn internet personalities in of course. What can be done though is that companies shouldn’t encourage it. Sadly CDPR did the opposite this year.

In a rather sincere moment during the Cyberpunk 2077 presentation, Keanu Reeves was sort of struggling to talk to the crowd because honestly talking to a live audience of gamers isn’t in his normal wheelhouse as an actor who says little in most of his parts to begin with. But he was genuine and sincere and people appreciated that, rightly so. A YouTuber screamed out “you’re breathtaking” to Keanu Reeves and he shouted it back. It was a nice moment. It was a cute moment. It was a moment where members of the audience once again showed their lack of professionalism. I think it’s funny that no one is talking about the fact that literally right after this exchange Keanu Reeves flat out says “I gotta finish this” because so many people were yelling and interrupting and not just letting him talk. Now that’s fine. It’s fine for people to get excited. It’s fine for people to yell during the presentations. Like I said, it’s unprofessional but it can’t really be helped. But it shouldn’t be encouraged. CDPR encouraged this behavior this year by promising the “you’re breathtaking” guy a free collector’s edition of Cyberpunk 2077. Sorry but I don’t agree with that decision. A person is privileged enough to attend E3. They’re lucky enough to have a direct exchange with Keanu Reeves. They’re essentially handed an infinite amount of internet clout and articles written about them that will surely increase their YouTube presence, among other things. As I write this, he seems to have gained at least 1000 new subscribers since the event happened. They get all this for acting unprofessionally and then they’re rewarded with a $250 collector’s edition of possibly the most highly anticipated game of 2020. This is just setting up E3 2020 to be an absolute shit show. Every YouTuber, streamer, and other internet personality will be actively trying to have their moment during the press conferences next year. If anything, CDPR should have rewarded someone who wasn’t at E3 but was streaming or live tweeting about the presentation as a show of solidarity for those not fortunate enough to make it to the event. This was a great PR move but it sets a terrible precedent.

7. Roller Champions Alpha Demo

Out of nowhere, Ubisoft released an alpha demo for an upcoming free to play game called Roller Champions. It’s like Rocket League mixed with Jet Set Radio minus the graffiti. It’s surprisingly fun and I’ve already played it enough to win consistently. The demo will not be available by the time this post is published but you can check out the gameplay from when I streamed it here. If you like quick round PVP sports games then you’ll definitely want to check this game out when it drops. I just hope it’s rewarding enough because free to play PVP games tend to get stale rather quickly.

Well that’s my round up for E3 this year. Not a terrible showing, but there’s certainly been better years. I do think it will be a good year of gaming, at least on Nintendo with a few heavy hitters set to release on other platforms before the next E3. As I said at the beginning, there are a couple specific topics from this year’s E3, not included in this post, that I want to talk about in more detail. Those will be published as individual blog posts over the next few weeks. What did you think of E3 this year?

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