However, the world’s largest player in today’s gaming landscape swiftly left the city before E3 even started.
On Sunday, Chinese games conglomerate Tencent took over The Avalon in Hollywood to announce their content deal with Discovery Channel and the making of the forthcoming documentary Games Vision. Games news and marketing activations were breaking all over Tinseltown. Un monde de fou à Bethesda Land ? #E3Gameblog /ZP3pEuZYk7 Their press conference, led by Pete Hines, Bethesda’s global vice president of PR and marketing, doubled as a concert featuring a performance by electro-pop duo The Chainsmokers. They hosted a private playground dubbed “Bethesdaland” on Sunday, minutes away from downtown LA. We hope you had a blast with us at #EAPLAY!ĮA was back at their Redwood City, California headquarters before E3 officially kicked off-they were not one of the “participating companies” for the expo-but that wasn’t the case for Bethesda Softworks and game megaliths like Microsoft, Sony, Nintendo and Ubisoft, who paired their pre-E3 press announcements with prime presence on the convention floors.īethesda bypassed a sans-E3 strategy by complementing their carnival-like efforts with a cavernous space at E3, too. The opening night festivities culminated with a one-hour performance with hip-hop artists Nas and Dave East.
We built this way for a very simple reason-we want more of you to experience this moment.”Īttendees were able to tour the pop-up space and be the first to try their hand at EA’s newest lineup of games, including Star Wars Battlefront II, FIFA 18, Madden NFL 18, NBA Live 18, Need for Speed, The Sims 4 and Battlefield 1: In The Name of the Tsar.įor those not in Los Angeles, EA recruited over 300 video game influencers and content creators to challenge the brand and share the stories with their own communities. playing, creating and sharing with the rest of the world. “We wanted to do something that put the games in your hands earlier and it showed us how much further we could go. “Last year we went out on a limb to do something a little different with a view to change the way you interact with products before they launch,” EA CEO Andrew Wilson said during a press conference. EA Play, which took place at the Hollywood Palladium from Saturday through Monday, invited thousands of fervent EA followers for their own fan fest. Industry titan Electronic Arts unofficially kicked off E3 with its own event for the second consecutive year. Their approach remains focused, yet simple-it taps into fan FOMO and gives consumers a chance to completely immerse themselves with a brand, thus creating even more loyalty and advocacy.
Others are leveraging it as part of an integrated, multi-location strategy. Some are avoiding the E3 pomp and circumstance altogether. More companies are kicking the tires on one-to-one activations around the city. However, not all publishers and brands are playing in the proverbial sandbox. This year, over 68,400 attendees (15,000 of them from the general public), 293 exhibitors and over 2,000 products worked its way through the turnstiles of the Los Angeles Convention Center to see the latest and greatest in games and hardware, which started Tuesday when LA mayor Eric Garcetti kicked off the event with a ribbon-cutting ceremony. The Electronic Entertainment Expo (E3) turns 22 years old this year, and it’s celebrating with a first by giving the public access for the biggest gaming event of the year.
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