The E3 Spotlight Is Currently Being Wasted!
Another year, another E3 this year’s show had a lot of announcements. Which has become the norm at an E3, everyone is clamoring to have the spotlight shined on their announcements. Which makes total sense given the number of people who watch the news coming out of E3. After this year’s show, I must wonder if the E3 spotlight is being wasted. I know what you’re probably thinking the show is all about what’s on the horizon for the video game industry. While I won’t dispute that I will argue that I feel that companies aren’t making the most of the spotlight that the show gives them.
The E3 spotlight and how it’s currently being wasted
One of the best things about E3 is that it gives time to multiple publishers. This allows everyone their own time in the spotlight, without being interrupted by competitors. For the length of the presentation the all eyes are on the publisher who has the stage at that moment. It’s during this presentation when studios tend to make their big announcements. Regardless of rather the announcement is new hardware or software. The goal is the same generate hype and get people talking about your presentation.
Here is where we begin to have a problem. Studios want to make the most of the E3 spotlight while they can. So, they make announcements about upcoming software titles that are nowhere close to being released. Sometimes a title will go more than a year before any news is heard about it again. While getting the hype train moving isn’t altogether a bad thing. It can easily backfire, especially if the game is more than a year away from being released.
A great example of this is The Legend of Zelda: Breath of the Wild. Nintendo first announced that the game was in development in 2013. Then during their E3 2014 presentation showed the first footage from the game. It was nearly three years from the time that the first footage was shown at E3 before the game finally launched. Yes, the game was a commercial success, but that’s not the point. Fact is Nintendo announced the game way too early. Nintendo did the same thing at this year’s E3 with the announcement of Metroid Prime 4.
Nintendo aren’t the only ones to make this mistake. Square Enix announced the Final Fantasy VII remake during E3 2015. Two E3 shows have passed since the announcement, with no release date in sight. While fans of the original wait on pins and needles for more news. Gamers not familiar with the original will forget that the game is even in development.
Given the number of eyes on E3 it seems that the focus should be on game coming out within the next 12 months. Not on games that are a year or more out from being released. It seems that sometimes studios don’t have enough titles coming out to fill out an E3 press conference.
A better use of the E3 spotlight would be to showcase titles that are going to launch within a year. If you don’t have enough titles to fit to showcase then adjust your presentation accordingly. One thing is for sure E3 needs a shake up next year. Showcase games coming out soon not two or three years from now. Quit trying to trend on twitter for a game nobody is going to play for two years.
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