Good Morning Folks! Last week we got some news that E3 would be returning fully in 2023 and that it would be handed off to ReedPOP. If you are not familiar with that name, then you have likely never been to a PAX show. Essentially this is the management company that brings you all of the various PAX shows, New York Comic-Con, MCM Comic-Con, and the Star Wars Celebration among others. They do an extremely good job of running these shows and as a result, I think this is probably a great call to add E3 to the bounty of their responsibility. As a company, they have a unique understanding of how to navigate the communities of pop culture fandom.
The only problem that I see with this, is that ReedPOP is extremely focused on Fan experiences, and E3 has traditionally not been a fan-based show. Sure over the years, they have flirted with having fan-specific events happening around the show with public access hours to the floor. However, the crux of what E3 was designed to be… was to be a business event where game companies could mingle with both gaming press and distributors to show off what was coming in the next calendar year. E3 came into existence when the video game industry effectively outgrew the Consumer Electronics Show and needed its own vehicle. As such this became the show to announce anything, but most specifically new hardware generations.
As fans what this also gave us was a single week where an entire year’s worth of news coalesced into major presentations by large games companies. If there is anything that I miss from E3… it is this aspect where during a single week I would have back-to-back shows to watch and write about. Some of these were phenomenal and others like the ill-fated 2013 Xbox presentation linked in supercut form above, were not so great. Regardless you knew that over the course of a few extremely condensed days, you would reap the whirlwind of gaming news and have new things to daydream about. Sure most E3 demos were utter fabrications rushed to market to have something shiny to show off, but it represented a fulcrum on which games media turned and as a result something that the fans could bank on.
The first blocks to fall from the E3 fort, came when major publishers broke away from the core convention and started hosting their own elaborate pre-E3 reveal shows. These were still in person and still at venues surrounding the main E3 event, so it seemed “fine”. However, it was a sign that publishers were all too happy to abandon E3 as a concept and do their own thing if it seemed to be a better deal for them in the long run. Then came the digital-only shows like Nintendo Direct, which effectively replaced the pomp of the larger venue-driven events. They were not something that people who were already attending E3 could walk over to, but instead something that was more focused on the fanbase.
This trend was already starting when we all had to shift and deal with a global pandemic, which ultimately canceled pretty much every in-person show. The thing is… life finds a way and effectively EVERY game publisher shifted to doing their own version of Nintendo Direct. Geoff Keighly did what he does and organized a replacement for E3 in the form of the Summer Games Fest, and I legitimately assumed that E3 as we knew it was a figment of the past. The thing that I mourned the most however is how spaced out the entire process has become. Essentially the “Not-E3” shows started sometime in late May and are continuing still with upcoming events still planned to take place in July. The end result is… that I personally just don’t have the focus to follow a long schedule of events that spans the course of three months. I could tune in and be focused for four or five days max… and this year I think I watched TWO of the dozens of shows that were available.
Don’t get me wrong I think that ReedPOP is going to do a phenomenal job with organizing this show and making it run smoothly. However, E3 only has any gravitas if it can somehow convince the major publishers to play along. PAX already exists and does a much better job of supporting the smaller publishers and indie developers that get lost in the mix of a large show. Without PlayStation, Microsoft, EA, Ubisoft, Square, and Nintendo on board with the notion of a return to “in-person” shows and events… then E3 is just a brand that serves no purpose anymore. The problem there is I am not sure if the math adds up to E3 making sense for them to make a large deal about. During the time of the pandemic, they have all built their own direct marketing brands and with them their own shows. The eyeballs that used to be on E3 have how shifted to being focused on publisher-specific shows and whatever amalgam Keighly happens to be promoting at the time.
I have to admit that Microsoft did a phenomenal job this year with its Xbox, Bethesda, and soon-to-be Blizzard showcase. This is the only show this past year that I watched in real-time because it summoned forth enough interest to make me anxious over what I might see. As much as I might want to return to a time when we had a tight block of news updates all landing within the same week… I think that era is gone. We will continue to see the shows spread out more so that they are not in direct competition with other publishers. The way the E3 system worked the shows all happened within mere hours of each other, and as a result, it encouraged direct comparison. Fans talked about who “Won E3” and presented the best showcase… hint… it was never EA. Now in the post-E3 reality that we have been living in for the last two years, the individual publishers can give their shows a bit of breathing room… and plausible deniability.
Like I said before E3 was always a working convention, and one centered around the business of making, selling, and writing about games. I do have to wonder if the addition of ReedPOP to the mix signals a shift in the show to being more fan-focused. I do not think that E3 is likely going to get the major publishers back in the fold, and the best they can possibly hope for is some E3 adjacent events. Instead, the show itself is going to have to change into something different. Essentially I think going forward E3 is going to be PAX Anaheim for lack of a better term. The Keighly machine will keep rolling and keep courting publishers into his larger-reaching digital productions.
The above chart is from The Video Game Awards website and shows the significant growth that little venture has seen. In 2021 not listed on the chart there were a reported 85 Million viewers across the various global live streams. No matter what you think about E3… it never reached those sorts of heights. I think publishers have realized that they do not need a physical presence in order to reach fans and that the money spent on the small number of people who can actually physically go to a venue is better spent on digital outreach. I think the zombie of E3 will continue to linger for a few more years, but ultimately at some point, the decision will have to be made if it just ends… or pivots into becoming another PAX-style show. I think the last few years have shown that fans care way less about bespoke venues and instead just want some cool video game trailers.
