Winning E3

What makes the perfect E3 press conference?

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Nintendo’s shares have plummeted this week after – what has been perceived to be – a weak E3. SEGA’s slide out of the console market arguably started when Sony gazumped them with the infamous ‘299’ at the Saturn’s stealth launch. Microsoft and Sony have both dropped the ball this generation too. What does this mean? For all its detractors, the power of E3 can not be underestimated; so what makes a ‘good’ E3? What is the formula to success?

Pacing

In recent Directs, Nintendo picked up the pace of games shown which has been met with positive feedback. Microsoft, who aped this speedy succession of showings at E3 this year, have been considered to have had a strong E3 whereas Sony’s disjointed conference diluted the message they tried to convey. Having a quick flurry of games means you can (almost) please all of the people all of the time. If a game is shown that doesn’t resonate with you, rest assured there’ll be another along soon. Pace can also be affected by ill-judged technology too…

Gimmicky Tech

Kinect. Move. Vitality Sensor. Wonderbook. MotionPlus. All of these technologies are no doubt impressive but make for boring – sometimes farcical- presentations. There’s nothing more jarring than watching a rep holding whichever whatever is in vogue this gen and failing miserably. Save it for the show floor!

Stupid Spin-Off Conditions

Don’t announce left-field spin-offs. Or, if you do, announce a mainline game in development in the series. Metroid Prime Federation Force failed because fans wanted a proper Metroid. Pokemon Let’s Go Pikachu/Eevee is announced and people eat it up because they know a ‘proper’ Pokemon is coming soon. At this year’s Microsoft Conference they knew this; if they’d left it as just Funko Pop Gears there would have been riots. However, because Gears 5 was announced, it’s okay!

Free Games Out….now!

We all love free stuff. We especially love free stuff which we don’t need. I’ve downloaded and tinkered with Fallout Shelter and Fortnite on Switch as well as Elder Scrolls Online and Division through Game Pass. It turns out if I didn’t buy/stick with those games a few years ago then I’m not going to now. But they’re free! You could buy Fallout 4 for about £3 pre-E3 so although one should never turn down a free lunch it’s usually something not needed. Just look at how much good will Microsoft has got for backwards compatibility though.

Old Games

Dev: “Last year was a great year for us!”

Us: “Show us new stuff!”

Don’t talk about or showcase games which came out last year.

Beloved Franchise Resurrection

Final Fantasy 7. Resident Evil 2. Shenmue 3. Shadow of the Colossus. Crash N’Sane Trilogy. We love remakes and long-lost sequels. Especially, when one of these comes out on Switch.

Indie Darling

Every dev needs an indie title which looks visibly stunning, plays slicker than an oiled otter and cost £1 to make. EA and Ubisoft have entered this space in recent years and Nintendo has fully leaned into the indie love-in.

However, E3 is often remembered for the unplanned moments: Ubi devs crying, Ubi devs whispering they nailed it (shoutout to Ubisoft!) or IGN staff going wild at Nintendo announcements. Leading up to E3 is a time to dream and ultimately if you want to succeed, these must be met or exceeded. After all, we never knew we needed a console-handheld hybrid…

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