Last week, Sony debuted the first episode of “State of Play”. In short, this is the PlayStation version of Nintendo Direct. I think this is a great thing. It’s just another example of how E3 is dying, which I’ve been saying for years. Every year I do a blog post about E3 and in the last several years I have been very critical. I want to reiterate that my problem with E3 is not the general concept but the business model and execution. I think live gaming events for the public are a good thing. I think making them private events that only allow media while charging game companies a fortune to give the event content is preposterous and outdated. And I praised E3 for finally selling some public access tickets in my post last year. But really it’s too little and nearly too late. If drastic changes aren’t made to the model soon, the entire concept will be dead in the water if it’s not already. All that is to say that I happily support State of Play as a concept.
Let’s be honest, the content shown in this first episode was lackluster. It was a bunch of VR announcements that affect less than 10% of the entire PS4 user base, a remake we don’t really need, an indie Gauntlet clone with a minor PVP component, Concrete Genie, and footage from two AAA titles that we were already well aware of. Concrete Genie was probably the only part of that presentation that had any real value to the bulk of PS4 users. And please don’t try to tell me that presentation told you anything about Days Gone you weren’t already aware of if it’s a game you were actually interested in before watching the presentation. But the content shown isn’t why I already consider State of Play a success and ultimately a good thing.
Sony announced that they weren’t attending E3 this year months ago. They were very open and honest about the fact that they have very little to show for this year. Between such a strong 2018, with games like God of War, Detroit: Become Human, and Marvel’s Spider-Man, and the all but confirmed transition to PS5 coming in less than two years, they’re basically riding out the rest of this generation. Also remember that there are great third party titles coming out that Sony has no real reason to try to compete with directly this late in the gen when the largest user base is on their platform anyway. Games like Sekiro: Shadows Die Twice put plenty of money in Sony’s bank account for a fraction of the work it takes for them to make the next God of War level project. And since they’re putting out a new console soon anyway while concurrently dominating the current generation, and have the largest console multiplayer base with games like The Division 2, there’s really no reason for them to rush out anything. I genuinely believe the only reason this first State of Play was released now is that they were trying to console people who have been complaining about the lack of announcements directly from Sony since the last E3. Remember that PlayStation Experience was cancelled last year as well. In a way, this is the ideal scenario though.
When a company has nothing to show, it’s fairly common for them to say nothing, make up some bullshit, or show something way too far in advance. For whatever reason, a large number of gamers seem to be happy when the second or third thing occurs, but get livid when the first, the most honest of the three, happens. Yet Sony did none of these three things with this State of Play. They had nothing and they used it. Even with very little to show, they put together a 20 minute presentation about what was on the way, and in true Nintendo Direct style, they only showed things that will be out relatively soon. This level of transparency has never really existed in the gaming industry before from a AAA publisher and hardware manufacturer. I would much rather a company honestly tell me they have nothing than lie to me or show me stuff that may not even happen (glances at Scalebound). So for me State of Play was great even if the games shown were a combination of junk and information I already had.
I also really liked the format. I want all gaming presentations to be done like State of Play. No bullshit. No random people I don’t care about trying to make badly written jokes to transition between projects. Just a single faceless voice giving bare bones facts about upcoming projects over gameplay footage, with release dates in the not too distant future. They showed 17 games, all releasing this year, with gameplay footage, in less than 20 minutes. That’s amazing. The recent Nindie Showcase showed 18 games and took more than 25 minutes. The time of the long drawn out presentation is past. People watch these at work in a corner window or while traveling, on their phones and tablets. I don’t need pomp and drama in my games presentations. I need facts and footage in an efficient and informative manner. And there’s no resentment.
I won’t speak for everyone, but a large number of gamers are fed up with media and gaming personalities. Over the last several years, a lot of faux pas, bullshit, and disappointing moments have been perpetrated by the games industry and media, not to mention “influencers”. Much of this has been overblown, but there have also been many valid criticisms. People no longer want to see unqualified hacks or unknown randoms present games. Unless it’s an actual developer talking, I could personally do without a face at all. A large part of this comes from jealousy, and I include myself in that statement.
Why does this random millennial get to present games while I have to work my boring job? Do they game more than I do? Do they have some degree in gaming that I wasn’t aware I could get? What gives them the right above all the gamers watching to have that job? This is the thought process that has developed over a generation of random unqualified media personalities with nothing to justify their positions except a social media following getting the privilege of working alongside the games industry. It has bread a lot of bad blood that has even often spilled into development as well. Many people are kind of just done with people, which is admittedly sad but not unjustified. I appreciate that Sony recognized this in how they formatted this first State of Play. Faceless voice presenting games with a minimum amount of marketing fluff. No one to get jealous of. No experiences to envy. No reason or target to hate. Just gaming. And really isn’t that what these presentations are supposed to be about?
I genuinely liked State of Play. The content was disappointing but the way it was presented was ideal. And this also showed that Sony is willing to do State of Play presentations even when nothing huge is in the pipeline. That’s great for indie games. There are so many great smaller titles that never get any attention simply because people don’t hear about them and they don’t have the budgets for marketing. But if Sony, like current Nintendo with the Nindies Showcase, will take the time to do presentations with no spectacular announcements, that gives indie titles a real chance to shine on PlayStation consoles.
I guess the point I’m making is that a lot of people have been complaining about State of Play but I think it showed a great amount of potential as a format and the future of gaming news. Slowly but surely we are breaking down the walls between the developer and the gamer with more direct access to information without the need for middle men, media companies, and elitist events that most of the gaming community can’t attend for one reason or another. In my book, the future of gaming information distribution is going in the right direction.
What are your thoughts on State of Play and what this means for the future of gaming news?
A few weeks ago I attended CES for the first time. CES stands for Consumer Electronics Show. It is the largest annual consumer technology trade show in North America and one of the largest annual tech shows in the world. The first CES was held in 1967, 52 years ago. I’m glad I was able to attend this year. Not only because it was an amazing experience that I’ve always wanted to have, but also because I don’t know how much longer CES will be around.
I have been noticing a trend in recent years with big corporate tech and gaming events. They’re dying. Not all at once. It’s not fairly obvious. It’s a slow death brought on more by the winds of change coupled with rampant, unsustainable profiteering rather than some singular obvious occurrence. I’ve attended and continue to attend a number of these events for work throughout the years. The ones I have the most experience with personally are Computex and Taipei Game Show, both held in Taiwan, where I live, but my company is involved at some level with larger and smaller tech/gaming events all over the world. This gives me a level of insight that most members of the public simply don’t have access to. And it’s because of this coupled with other obvious clues that I must conclude that the current large scale events model is dying and if it doesn’t change fairly soon will be gone for good.
I first started to notice this with E3 back in, I believe, 2016 when Nintendo first decided to stop attending the show in person. And I want to be clear that this trend is happening to many if not all larger events around the world and not just specific ones. Nintendo opted simply not to present at the show. They made their in house presentation and released it digitally on their own site. While we can’t know for sure, I’m fairly certain Nintendo didn’t pay E3 a single dollar to have them show the video on their screens during the show. They simply did it because they knew people would rather tune in to Nintendo’s presentation as opposed to anything else that would be shown at E3 during that time. And no other company was dumb enough to try to directly compete with Nintendo’s presentation release time slot. This Nintendo Direct concept seemed like madness when first announced but ultimately was a huge success and has continued every year at E3 since that first experiment and has since then expanded to multiple presentations a year from Nintendo not tied to any specific corporate events outside of their own calendar. Now in 2019, SONY has announced that they too will not be attending E3 this year in favor of their own currently undisclosed means of conveying information to the public and media.
It’s fairly safe to assume that E3 is going to suck this year. Microsoft/XBOX in its current form can’t carry E3 alone. EA, Blizzard, and Activision are all dumpster fires at this point. Bethesda has a lot of bad blood right now and The Elder Scrolls VI is still years away, leaving us pretty much Doom Eternal and maybe another Wolfenstein game from them? And the rest of the bit players just aren’t important enough to make E3 worth your time. The rest of these companies aren’t worth much more than a couple hours of watching trailers on YouTube and a few tweets. So if this trend continues and nothing about the model drastically changes in the near future, E3 is essentially on its way out. And that should be fairly obvious to everyone.
In similar fashion to E3, I noticed something odd about CES. Many larger companies, including my own, aren’t actually attending CES anymore. What many companies, big and small, are now doing is showing up to Vegas, renting a suite in a random hotel, and just inviting media, customers, and other industry contacts to just come see their stuff in private by invitation. This is exactly what my company and many others did at CES this year. Some examples of companies that did this exact thing at the show this year include Patriot/Viper Gaming, Cooler Master, and Alphacool. These are all fairly well known companies in the PC DIY industry. Several smaller companies you’ve never heard of did this same thing and have for some years now. I even found this forum post from back in 2010 where some companies got caught doing this at the actual hotel CES was held at and got kicked out. So this is by no means a new practice. And I see the same thing done by a number of companies during Computex in Taipei every year as well. This practice is now the norm. The sad thing is the companies that run these events know this but aren’t doing anything to address the reasons that it’s happening. Like EA and microtransactions, they’re just pretending nothing is wrong and doing business as usual with no consideration of what this means for the future of their event and events in general.
Let’s talk about why this is happening. There are a number of specific and easily identified causes of this trend. Not so surprisingly, all of them come down to money. The biggest issue I have identified is cost of booth space/attendance. The cost for companies to attend these events has grown to unrealistic proportions. Even companies that can afford it aren’t happy to just throw money away unnecessarily. Let me use my own company’s CES 2019 experience as an example. We rented a penthouse house suite in the top floor of a Vegas hotel for five nights to attend and present during, but not officially at, CES. This penthouse suite had two bedrooms, a dining room, a living room, and a connected entertainment space added onto the living room. It also came with three private bathrooms, multiple balconies, and a hot tub, which sadly we didn’t use. As this was a private suite, we had security, control of who entered our suite, were able to insure the safety of the products we were presenting, and we could control our own hours for presenting regardless of what the official CES booth times were. We got all of this for under $20,000 USD a night including those bullshit resort fees and taxes. At five nights, this totaled just under $100,000 USD. Now that’s a lot of money. But to get a space on the CES show floor at a smaller size than what we had but large enough to meet our minimum requirements, we would have had to pay $200,000 USD. Without the private security, control of our traffic, safety of our products, three private bathrooms, the same amount of space, and of course the hot tub, we would have had to pay more than double what we paid for that suite. That’s preposterous. And that’s just the space. It doesn’t take into account the many other costs of attending CES. You have to pay to get your staff there and their hotel rooms and their food. You have to pay the cost of shipping your products there. You have to pay contractors to set up your booth. You have to pay media to show up and make videos about your products, because they don’t give two shits about journalistic ethics or conflicts of interest. The total cost of doing an event like CES even when you save on the space is astronomical. And remember that in the case of CES, the booths aren’t even all located in the same building or location on the Vegas Strip so the idea that having a suite is inconvenient do to location doesn’t even really apply as long as your suite is in the general area of at least one of the four buildings the show is held in.
You also have to consider the value of attending the event. These events are usually not public. Though it’s called the Consumer Electronics Show, CES is not open to the public. It is a private trade show that’s reserved for industry members and media. Of course many members of the public sneak in, but really the bulk of consumers see what’s being shown at CES, and most events like it, via media through YouTube videos, live streams, tweets, and so on. Even if the event was totally open to the public, the bulk of consumers would still rely on media platforms because the event is located in a physical location. Most people can’t afford to travel just to see the new overpriced computers coming out in the next year. One of the largest markets in the world is China. Most people can’t even get out of China. How do you think the majority of consumers will find out about the next iPhone? It won’t be because they went to some event held in Las Vegas. So you have an event that’s becoming more and more expensive to attend while the value of attending that event is forever declining as markets shift, grow, and change. This was one of the main reasons Nintendo gave when asked about the change from traditional E3 presentations to the Nintendo Direct model. Their largest market is Japan. Why would it make sense for them to spend boatloads of money to present at a show where most of the people attending/watching would prefer to see another COD or loot shooter in a language that most of their largest market doesn’t even speak? It simply doesn’t make sense from any sensible money management standpoint. It’s also considerably cheaper and more effective to produce videos in house and distribute them through in house corporate channels and free social media platforms than it is to pay media to make content based on your products and hope the content presents said products in a positive way. Remember that even though media charge companies to come check out their booths/suites and make videos about their products, there are no guarantees about what the content produced will say. They can and often do take payment, show up to the booth, and then make videos where they shit on the company’s products. Personally I think this level of honesty is a good thing and hope it continues, but media charging to create content when they rely on that content for their channels to survive is and always has been odd to me.
Finally, the need to attend events from the user standpoint is dying as well. Just last week, PlayStation had a concert by Utada Hikaru for the upcoming Kingdom Hearts III. PSVR owners could attend the concert in VR and have front row seats. PSVR is expensive for sure. But it’s much less expensive than flying to Las Vegas, getting a hotel room for multiple nights, and dealing with the various other costs of traveling. The CES badge on its own was $300 USD if you bought it at the door. At the time of writing this, I can buy a PSVR bundle with two games, one of which I tried for the first time at CES this year, for under $280 USD not including taxes and shipping. Even less if I’m willing to buy it used. Why would anyone ever pay to go to an event again if you can attend them from the comfort of your home in a high definition, possibly interactive VR experience? It simply doesn’t make any sense. It’s not exactly the same as attending the event in person, but for the average person’s needs, it’s close enough. You charge people $20 plus the cost of the hardware to attend any event they want and don’t ask them to leave their home or even wear clothes while attending the event and most people will forgo the need to actually touch and smell the products in person. That’s the entire model of Pay-Per-View fights, minus the VR, and it’s still a profitable business model.
I can go into more specific details about why events are dying, but pretty much it comes down to the companies that organize them continue to raise costs beyond the realm of practicality, companies are actively seeking out and finding cheaper alternatives to attend or circumvent the need to be directly involved in these events because of the rising costs, and the public can’t really attend the events for the most part so the value of said events is limited to begin with. Now let’s be clear, these events weren’t originally established for the public. CES, Computex, E3, and most of the other well-known ones are industry exclusive trade shows that have allowed media to get involved as a way to include the public in later years. But that was never their original intention. These shows exist for the sake of conducting business. Distributors and buyers meet with producers to try to make deals. That’s the point. And that can now all be done digitally as well, so the value of these shows even at their core is dwindling while the added burden of paid media has increased the cost of attending the shows with no concrete guarantees about the returns on those investments.
Now in a way, I think it’s sad. These events are fun. I like attending them. I find value in attending them both personally and professionally. And regardless of how little value they actually have, the public tends to like them as well. Gamers look forward to E3. It’s a waste of time and money that usually disappoints in the long run because of misleading marketing and over promising from developers, but it’s still fun. It’s an enjoyable part of the industry that brings people from all over the world together to discuss their like-minded interests. That’s a good thing. Especially in 2019 when people are so divided on everything else, including gaming itself. So I don’t want to see these events die. But make no mistake they are dying. Pretty much all of them are dying. And if something doesn’t change very soon, I do believe we won’t see CES make it to 60 years. At least not in its current form, size, and popularity.
Sony recently announced that there would not be a PlayStation presence at E3 in 2019. The reason hasn’t really been expressed yet other than some bullshit PR speak about looking for new options to connect with their fans, but many theories are of course swirling around the internets. Now I’ve been very critical of E3 for many years now, as has been shown on this very blog. I’m a 100% in support of Nintendo’s choice to do pre-recorded Directs. I love the fact that they do multiple a year because they produce them in advance for less money than the price of doing a single E3 presentation, which gives the public even more information about games (and pricing) in advance of release. I have many complaints about the E3 format, specifically the fact that it’s not open to the public. They did allow for some public passes to be sold at this year’s E3 and I did commend them for that in my E3 2018 post. But in general it’s still too little.
My main problem with E3 is that in 2018 it’s still a media focused shill operation. We don’t actually need established gaming media events in 2018. We have the technology for studios and publishers to convey information and demos directly to the public. The media no longer serves as the gateway between consumers and studios. I can directly tweet a studio a question or complaint about a game and get a response, and I have. In fact I tweeted and got a response from Ubisoft last month. Now in this specific case it wasn’t about the experience of playing a game but I did have a question about a game and got an answer directly from the publisher in a matter of hours. What do I need IGN for when I can talk to the developers or their direct representatives directly? We can have playable demos. Sadly these have become less common as technology has progressed, which makes no sense, but the point is I don’t need to watch some asshole I don’t like play a game I’m curious about to decide whether or not I want to buy it if the developer can let me try it myself from the comfort of my home, which they have been able to do since technically the PS2. Or before if we count demo discs. I don’t need to read some crappy paid review/long form ad to figure out if I should buy a game if I can just try it myself before buying it. That’s why betas are referred to as stealth demos now.
The point is that we don’t actually need media focused gaming events anymore. The media are little more than shills for the gaming industry or political activists pretending to actually know anything about what gamers are really thinking. It makes way more sense to either have only gaming events that are open to the public to see and try new games or do away with such events altogether and have all publishers make their own Nintendo Direct style videos and release playable demos for download. I’m not saying E3 should be ended permanently. I’m saying what E3 currently is should be ended permanently. It’s an outdated concept. So if it’s for the right reasons, I’m all for Sony pulling out of E3 indefinitely.
At the same time, we don’t actually know if Sony pulled out of E3 for the right reasons. There are a number of theories floating around. Some of them, if correct, are completely valid and acceptable reasons for Sony to not attend E3 2019. Others, not so much.
If Sony has decided to quit E3 in order to revolutionize the way they present games to the public by making their own direct to consumer presentations, events, and demos, then I am all for it. I would love to see a PlayStation Direct. Even better if, like Nintendo, they do multiple a year. I would love it if PlayStation made prerecorded videos about upcoming titles and released demos to go with them. If that’s the future of PlayStation presenting information to consumers, bring it on. Even if it’s the same presentations they already do at E3 but as their own PlayStation focused event/stream, I’m fine with that. They have PlayStation Experience already, and that’s better than E3. It is open to the public to buy tickets. It does have playable demos for the public to try. If this is the future, cool. But I don’t necessarily believe either of these reasons are why PlayStation pulled out of E3. Let’s also not forget that they cancelled PSX 2018 as well.
Another theory going around, and I do believe this is the correct one, is that Sony doesn’t have any new big projects for the PS4 that haven’t already been announced so they didn’t want to spend the money, time, and effort to attend E3. This is a bullshit reason that is completely unacceptable. Let’s be clear about a few things. Assuming there are no other PS4 projects in the works that we haven’t already heard about, that in no way means that we don’t want/need more information, gameplay footage, and demos of projects we do already know about. I still don’t know what the hell Death Stranding is about. Or even what the gameplay actually is. I want more information about The Last of Us 2. I would quite literally consider masturbating to more footage of Ghost of Tsushima. And where’s gameplay footage of Nioh 2 while we’re at it? I don’t need them to announce a single new game.
There are plenty of games I already know about that I just want to see more information and footage of. That’s enough of a reason to go to E3. If that’s the reason they’re not going, it’s bullshit. I pay too much money for games, DLC, paid online subscriptions, and such for them to be pinching pennies. I overpay for the privilege to see E3 footage. That’s part of the deal. If they want to save money, I better damn well start seeing those savings translated to me, the consumer. If their cost of operation goes down, prices need to go down. Because profits sure as hell aren’t. And prices sure as hell haven’t. The excuse of “we don’t want to put the effort in to show you games we know you’re going to buy already” isn’t a valid one.
Even more worrisome is the theory that the PS5 will be announced soon and that all the aforementioned games and any other projects currently unannounced will be released for that console. Personally I don’t need a PS5 any time soon. I’m very happy with my PS4 hardware wise and I don’t even have a PS4 Pro. It plays my games fine and they look beautiful. If it still runs games smoothly, it’s all I need. So delaying everything to the PS5 doesn’t help me. Rushing out the PS5 doesn’t help me. Because I don’t want to buy a new machine to replace a machine that still works just fine. Now hopefully the PS4 will be like the PS2 where even though the next console is out, they continue to release games on the predecessor for like another decade because they still run acceptably. And let’s be honest, PS5 games will run way better on the PS4 than PS3 games ran on the PS2. So there’s not really any reason to force me to buy a new console. But even if we assume, all the new games will be on the PS5 and PS4, that’s no excuse to skip E3. They don’t get to slack off for a year and just ride the high while waiting for what their analysts believe is the best time to announce/release the next console. I’m a consumer today. I just bought multiple PS4 games in the last month. They haven’t stopped taking my money so they don’t get to stop doing their jobs. One of their jobs is relaying information about upcoming games to the consumers. So even if all the aforementioned games are being released for the PS5, if they’re going to be released on the PS4 as well, and they should be, then they need to be talking about them now. Not after they decide to announce the PS5. Especially if we’re talking about games that have already been announced to the public.
Now I hope I’m wrong. I hope this isn’t a PS5 delay ploy. I hope we’re about to enter the age of PlayStation Directs. I’m fine with E3 ending altogether, because we know XBOX can’t carry that event on its own. And I have no love for some middle man company that makes its money by charging companies that actually make products for the “privilege” of showing those products off in a physical venue while selling tickets for profit in an age where a kid in Malaysia can download 4K HD porn on his phone. That doesn’t make any sense. And if all those hack journalists have to work just a little bit harder to write think pieces about how the world is being destroyed because edgelords are beating up feminists in Skyrim Cowboy Edition, I’m fine with that too. Hopefully this is the beginning of something great. An age of gaming transparency where consumers have direct access to publishers and developers, the likes of which we have never seen before. Most likely it’s not.
One of the biggest announcements at E3 this year has to be Dragon Ball FighterZ. It looks awesome but at the same time I’m underwhelmed by the prospect of yet another anime fighting game. I wrote about my thoughts on this problem with anime game development on Gaming Rebellion this week. Here’s the introduction:
I really like anime. At one point in my life I would have said I loved it. I grew up during the first generation Toonami era. This was a time when anime had just started to become normalized in the United States. Up until then we had it but it was considered niche. Most people who called themselves anime fans only watched a handful of shows such as Dragon Ball Z. Toonami was one of the first places, maybe even the first place, where American kids could watch anime on cable easily. They started showing flagship anime like Dragon Ball Z, Ronin Warriors, and Sailor Moon. As it got bigger, they created a nighttime program where they could show more mature anime such as Cowboy Bebop and Ghost in the Shell. This was the origin of Adult Swim. Now Adult Swim is mostly American cartoons but in the heyday it was basically all now classic anime.
The beginning isn’t really games focused, but the rest of the post is all about the anime games. You can read the rest right here on Gaming Rebellion.
If you’ve been reading my blog for a long time then you know that I am no fan of E3. But really that’s a half truth. I’m actually a huge fan of E3 as an idea. I just genuinely hate the modern E3 model. I grew up in the 90s. The first E3 was in 1995. America Online, which I would consider the start of the commonly used internet we have today, started in 1991. I remember a time before the internet. I remember a life before we had it and then after. I remember the shitty dial up connection and the scratchy noises. This is important to this discussion because there was a time when E3 existed, but it wasn’t the over hyped, social media/YouTube driven fanboy party it is today. For me E3 is outdated, but sadly it’s only outdated because of the way E3 is now handled. It’s much different from the way it was in what I consider the golden age of E3.
When I was a kid there were no gamers like me today who genuinely don’t care for E3. That was unheard of. The reason was because it truly was a necessary thing. It was a time when all gaming news was distributed to normal gamers who didn’t work in the industry, via either print media or word of mouth. There were no Reddit leaks. There were no YouTube trailers. Twitch streamers weren’t getting their asses kissed by publishers for a mention. There were no developers tweeting out tidbits about their games. IGN wasn’t a big thing yet that you just automatically went to. I don’t even know what actually happened at E3 back in those days. All I ever knew about E3 was what I read about in the magazines like Nintendo Power and Electronic Gaming Monthly. And I wasn’t a special case. That was everybody.
E3 was a moment during the year where you literally got gaming news for the year. And when I say news I mean “new”. You didn’t know about it before E3 unless you had some unheard of connections or worked in the industry. There was never a time where someone would say “I knew about that way before E3”. Because you couldn’t. It wasn’t really possible for normal people. Especially for minors. That’s the E3 I grew up with and that’s why I don’t like E3 today.
My three biggest issues with modern E3 are it’s a waste of time, it’s a waste of money, and the bulk of the content shown is no longer news. If anything it should be called “olds”.
E3 is a waste of time in a world where the internet is as big, powerful, and widely used as it is today. In a time where people couldn’t quickly pull up live streams, videos, and articles on their phones while riding the bus to work/school, it made perfect sense to put on a huge event once a year to distribute a year’s worth of gaming news. That was the most affordable and efficient way to get the word out to the largest number of people. But today that’s not at all the case. EA can tweet out a video of a trailer with gameplay footage, a release date, and the name of the development studio and there’s a good chance more people will see it or a reference to it than actually watched the EA presentation live. That’s just the nature of social media. And if they had that tweet sent out by the right account the reach could be way more effective than any official E3 account.
The official E3 Twitter account has 1.87M followers. The official EA Twitter account has 4.91M followers. The official Justin Bieber Twitter account has 96.4M followers. He has publicly stated that he’s a Call of Duty: Black Ops fan among other games. If the name of the game is hype, reach, and ultimately sales, wouldn’t it make a lot more sense just to get someone like Justin Bieber to help promote or even just tweet about a game than take the time to set up a huge, inefficient press conference that most people won’t even get to see live because of time zone differences and region locked content? I’m not personally saying I’ll be following Justin Bieber anytime soon, but clearly E3 isn’t the sensible way to try to promote games in 2017. There’s just no need for it when you have the internets.
E3 is a huge waste of money. Most trade shows not open to the public are. I may not have been to E3 but I have been to and worked at a number of trade shows such as just recently Computex 2017 in Taipei. These events are sinks for companies. They waste time, money, labor, energy, and basically every other resource a company has for a very limited number of overall sales because of it. Really the same amount of attention for any company could be obtained by sending out some PR samples to the right members of the press and/or fake press like YouTubers for a fraction of the cost. These shows really only benefit the press because they get extra traffic and excuses to travel and party while other people are doing actual work hosting those tradeshows. The consumers and the companies get very little out of it in the grand scheme of things. They’re done more for tradition than anything else. They’re also admittedly fun at certain times. But that’s not enough of a reason to spend millions of dollars collectively to have them.
One of the biggest problems right now in game development is inflated budgets. The cost to actually make a game is often a drop in the bucket compared to what publishers are now spending to promote them. E3 is a part of that. Extravagant stage shows with paid influencers and preposterous props all cost lots of money. Don’t think for a second that those costs don’t ultimately come out of your wallet as a consumer. The increasing use of and increased pricing of paid DLC and season passes is all done as a way to pay for this useless marketing that isn’t even necessary most of the time. Especially when we’re talking about games that don’t even really need any serious marketing.
When it comes to marketing there are only four types of games: new IPs, long standing guaranteed successful IPs, indies, and bad games. New IPs require a lot of marketing because there are so many games coming out all the time now that the only way for a new IP to make a profit is to stand out from the rest of the crowd. In that situation, ballooned marketing budgets may ultimately suck for everyone but they’re necessary.
Long standing guaranteed successful IPs don’t need any serious marketing. There are very few new customers when it comes to old IPs. 10+ year old franchises do not rely on new markets to turn a profit. They rely on repeat business and everyone knows that. The people who bought Madden, COD, and FIFA last year will buy Madden, COD, and FIFA this year. The people who bought God of War I, II, III, Ascension, Ghost of Sparta, and Chains of Olympus will buy Dad of War IV. That’s just the way things work. I am not at all excited about this new GOW and I was genuinely unhappy about the announcement when they made it last year. But you can be damn sure that I’ll end up buying it because I’ve been playing them since 2005. No one just tosses away a plot they’ve been actively following for 12 years. People just aren’t like that. I’d be willing to bet a larger percentage of married couples will get divorced this year than people who bought COD last year won’t buy it this year. That may be dark, but tell me it’s not true. These sorts of franchises have guaranteed profits. That’s why Ubisoft keeps making Assassin’s Creed games. Because we’re stupid and keep buying them. Because we’ve been buying them since 2007. We can’t help ourselves. And we always say we’re gonna quit every year. Yet when the next title roles around we’ll ultimately end up buying it. Maybe not on release day, but come Black Friday we all end up running back to bad habits. Thus is the nature of gamers. So there’s no reason for Sony Santa Monica Studios to pay to put up a giant God of War IV sign in the middle of LA. That’s a waste of money.
Indies need marketing. I’ve reviewed tons of indie games and I’ve spoken to countless indie developers. The number one problem most of them face is attention. Getting people to learn about their game is the hardest part of the process for most of them. It’s the reason they’re much more willing to give out review copies. It’s the reason they sell their games for cents on the dollar compared to AAA titles. They would charge $60 if they could. Just look at No Man’s Sky. They had that Sony marketing so they charged full price. And people paid it. Marketing is everything when nobody’s heard of you. That’s why it makes perfect sense for XBOX to get behind titles like Cuphead and push them heavily. Otherwise even if people would probably want to try it, they most likely wouldn’t ever hear about to make the decision to try it. Indies and new IPs are the only games that genuinely should be shown at E3 for sensible business reasons.
Finally we have bad games. The funny thing about bad games is that they can still make tons of money. I won’t cite any specific ones so as not to offend, but I’m sure we can all think of at least one game in the last five years that we’ve purchased that was objectively bad and a complete waste of our hard earned money. Some of them have already been mentioned in this post. These are an example of why companies throw so much into marketing. With the right packaging and hype, even a pile of crap can look like gold. But that’s the worst way to make and sell games. Publishers and developers should just work on making high quality games with less releases than throwing away millions into selling turds. The reality is that if marketing was done more realistically, the cost of releasing games overall would shrink considerably without profits, of deserving games, dipping by a noticeable amount.
My biggest peeve about E3 is rightfully the lack of actual news. As I said before, when I was a kid everything shown at E3 was news to me. There were no moments where they were talking about stuff I’d already known about. There weren’t lists of remakes, DLC, and games that had already been shown multiple years past. Everything at E3 really was gaming news. Today many people joke about the fact that E3 is mostly not news. And that’s sad. Only further proving that E3 has become a redundant and obsolete tradition.
I did not watch the conferences this year, nor did I last year. But I always check the highlights later. Just looking at the Kotaku round-up is pretty depressing for me. Without taking the time to do any research about what has already been shown before this E3, let me just list off the games I didn’t already know about or absolutely expect that were shown during this year’s farce of an expo. I’ll only do home consoles and PC because I don’t really track handhelds so it’s mostly news to me at any time. I’ll only be considering titles shown during the presentations that actually got more than just sizzle reel time because there are lots of indies that most of us won’t remember or know about even after they finally get released that will be on the floor at E3. No, I won’t be including remasters or rereleases because why would I? I will not even dignify DLC announcements by as being a legitimate part of E3 reveals.
Another Pokemon Game but for Switch (You can’t truly be surprised when you’ve been demanding something for literally a decade)
Metroid Prime 4
Yoshi Switch (Yay!)
Sorry I didn’t include Devolver Digital’s list, but I can’t seem to find a single semi-reputable source that actually lists off what they showed this year. Instead every gaming journalism firm is just talking about how crazy their presentation was. The honest truth is that I’m still personally trying to find out exactly what they showed without having to actually sit through their presentation or read through a dramatic piece about the art of making E3 presentations. I just want to know about the games, because that’s what E3 is actually supposed to be about.
Of the about 60 notable titles that were shown at E3, give or take what does and doesn’t technically count (Didn’t count Horizon this year as an example), I was only unaware of or not fully expecting announcements for 28 of them. That’s less than 50% of the total games presented. Of those 28, only 15 are new IPs and could actually justify the marketing need for being presented during E3 stage shows. Of those 15 new IPs only 10 aren’t VR trash and should actually be taken seriously. That literally means that this entire farce of an event was done to show me, and I am not nearly as up on my gaming news as many other people, a measly 10 games. That’s not news and it’s certainly not worth throwing an entire trade show over. That could have easily been announced at many of the various other events throughout the year that Nintendo, Sony, and Microsoft already host on their own. This entire expo is laughable when you look at the numbers realistically. The gamers don’t win. This is all just a pointless hype train which isn’t even that effective by Twitter standards.
I commend Nintendo for doing Nintendo Directs for E3 now. It’s smart, more cost effective, and is another example of Nintendo actively choosing not to play by the status quo of the gaming industry. And I think it’s hilarious that E3 doesn’t even complain about it. They very well could have told Nintendo to screw off when they said they weren’t doing a real stage show the first time a few years back. They could have stood their ground and held another presentation during the same time frame. Instead they play the video on the big screen for Nintendo and probably don’t even charge them to do it.
I like the idea of E3. I believe that it’s important for there to be a special time of year where gamers can come together and celebrate gaming by looking forward to the next year of great adventures to be had. But modern E3 is not that. This tradeshow is a big waste of time and money. It gives very little actual news and has gotten bogged down with titles that were announced years prior, DLC announcements, and remakes. Or games that won’t even be out before the next E3. As long as this trend continues, I will continue to not waste my time watching E3.