What Is E3?

It has come to my attention over the past few years that there are a lot of gamers who don’t quite understand what the Electronic Entertainment Expo is all about. Most people seem to be under the impression that the show is primarily for the gamers, shared through the eyes of gaming media. In one way, this isn’t exactly an inaccurate view, but in every other way it’s completely wrong.

E3 is a trade show first and foremost. Another popular trade show that most gamers and geeks probably know about is the Consumer Electronics Show. While there are plenty of things to see from big name companies, a good portion of the products shown are from small starters with an invention or two they’re trying to get investors and buyers behind. They want the public to get excited about their product so they may buy it eventually, but for the immediate future, they just want some money.

E3 is a similar opportunity for large publishers and small developers alike. Except they’re not looking for investors, because there are investor meetings and other venues for that kind of thing. What these publishers and developers are vying for at E3 is coverage for the next year or so. They want to show gaming journalists what to keep an eye out for and who to seek out for exclusive stories.

The event progressively became open to journalists and media only, not for the sake of crowd control or to maintain a professional atmosphere, but because the expo simply isn’t for the public. It’s only since the onset of immediate information like Twitter and streaming video that those not at the event became so enthralled with every word mentioned in the major press events.

Part of the confusion stems from gamers lumping E3 in with other large events like PAX and the Game Developers Conference (GDC). But both PAX and GDC are conventions, which is a place for like-minded individuals to gather, network, and share ideas. True, game makers will be at both demoing their latest creations and maybe even announcing new ones, but this is for an entirely different reason. Now it’s to create hype and buzz among gamers instead of journalists. If you watch a PR representative at E3 and at PAX, you’ll notice a lot more pandering at the former.

So that leads to the big question now, which is why am I explaining all of this? Frankly, I’m just sick of the way conversations usually flow online when it comes to E3. Most of the conversation revolves around shocked disappointment that a game expected at the show wasn’t there, or a game that was “old news” took priority over a big announcement. It’s important to remember that these publishers are putting together a proposal, not a hype machine. Think of it as a very elaborate power point presentation at a budget meeting. The PR departments put together a showcase that they feel best represents the direction the company is heading in the next year or so. It’s why Microsoft focused so much on Kinect, and why Sony’s priority was equally split between 3D gaming and Move. And why Nintendo was focused on kicking ass and taking names.