Every year, developers from around the world gather in June to showcase their most secret and anticipated projects. In the months leading up to E3, gamers witness the spectacle of influencers and industry veterans discussing the rumors of what might be, further fueling their desired announcements come to life. In the spirit of fun and excitement, E3 allows for the passion of gaming to be broadcast on a world stage and recognized for its influence on the entertainment industry.
Now that the industry is approaching the eve of E3, OnlySP is counting down the days remaining in a segment we like to call ‘12 Days of E3’. Please join OnlySP in celebrating an event that can be described as Christmas for Gamers, as we come together in anticipation for E3 2019!
The Electronic Entertainment Expo (E3) has a relatively short history but has quickly become the gaming industry’s biggest event with inextricable ties to video game culture. The show has become the main stage for platformers and AAA developers to show off their newest projects causing mass hype across the gaming community.
E3 first debuted in 1995, and helped put the video game industry onto the world stage.
Through all of the hyper-charged excitement and cringe-inducing stumbles, the expo remains gaming’s most anticipated annual event. Over the past 24 years, E3 has evolved and adapted to fit the video game industry and culture surrounding it.
Video games have been around for decades, but even in 1991 many people still did not take the industry seriously. In fact, Tom Kalinske, CEO of Sega America from 1990 to 1996, details just how casual the attitude was towards gaming.
“Back in the early 1990s we always used to show at [Consumer Electronics Show] in Las Vegas. We were there alongside the guys that were showing their new automotive speakers, or their new computing systems, or TVs, or telephones… In 1991 they put us in a tent, and you had to walk past all the […] vendors to find us, to find Nintendo and ourselves and the third party licensees.
“I was just furious with the way that CES treated the video games industry, and I felt we were a more important industry than they were giving us credit for. So I started planning to get the hell out of CES.”
In the 1990s, video games were largely considered to be just toys, mainly in part to Nintendo’s marketing strategy at the time. Nintendo targeted the younger demographic which forced competitors to seek out alternative audiences.
Games such as Myst and Mortal Kombat appealed to an older audience, with the latter also benefiting from a movie of the same name in 1995. These titles were perhaps too successful in capturing the attention of adults because many people expressed issues with the blood and violence.
Therefore, fearing government oversight, game publishers created the Interactive Digital Software Association (ISDA). The ISDA then became the Entertainment Software Association (ESA), a united bloc representing the games industry. The ISDA proposed the ESRB, which standardised age ratings for games based on the existing ratings for movies. The United States Congress approved the ESRB and allowed the gaming industry to continue.
New advances in technology helped the home-PC market to grow as well as widespread use of 3D graphics which in-turn provided gaming new opportunities to branch out. In 1993, Sony began developing the PlayStation: a giant leap forward for gaming, as Sony was highly regarded as a reliable electronics company.
The first E3 in 1995 was an immense success registering over 40,000 attendees (see video below of E3’s first expo). At this time, the console wars were in full swing and everyone was scrambling for a piece of the pie.
Games from 1995 onwards drove the industry to focus on game presentation. Titles like Tomb Raider and Resident Evil pushed technology to new boundaries, exploring new genres, cinematic storytelling and visual masterpieces.
The industry had moved into the beginning of modern gaming.
By the time the sixth generation of consoles had rolled out, gaming was huge, but the platformers had narrowed to the big three—Sony, Microsoft, and Nintendo. By 2002, these three companies dominated at E3 for the next eight years.
2005 marked the first time E3 gained media coverage by G4 television networks, and E3’s attendance also soared reaching 70,000. The hype surrounding the expo would only grow, as 2005 saw the announcement of the PlayStation 3 and Xbox 360.
However, the E3 expo quickly became a victim of its own success. The ESA scaled down the conference because exhibitors felt it had become too difficult to reach their target audience due to the overwhelming growth of gaming media.
As a result, from 2007 to 2008, E3 was rebranded to ‘E3 Media & Business Summit’. Attendance was limited to 10,000 people. In a bit of irony, this move damaged E3 as media coverage became severely limited.
E3 had become a largely corporate event and whilst the Media & Business Summit was far more manageable, it nearly became the engine of its own downfall. The ESA realised that bloggers, journalists, and personalities drove the expo’s momentum and hype.
In 2009, ESA rebranded again, but back to the more familiar and catchy E3 and opened its doors once again to a wider audience, drawing 41,000 attendees. The following year saw big game developers presenting alongside the big three platformers for the first time. Ubisoft, Konami, and EA contributed their gaming products helping to further expand E3’s reach.
In 2017, E3 opened up its doors to the public for the first time allowing fans to attend talks, meet representatives of companies, and play samples of upcoming new games. Furthermore, with streaming services and online platforms growing in popularity, E3’s popularity continued to grow. E3 was also able to stream live content out to millions of people around the globe who could not attend.
Once again, E3’s success also meant that some companies struggled to reach desired audiences, especially with so much competition. Nintendo was the first big name to depart from E3 to begin showcasing its games through Nintendo Direct. Electronic Arts (EA) then followed by launching their own presentations with EA Play.
To 2019 and Beyond:
E3 has firmly forged its position as gaming’s most prestigious event and this year’s event will start on 11 June. The show is sure to bring in huge crowds once again with exciting AAA and indie games announced for 2019–2020 releases, with fans and media desperate for more information on these anticipated new titles.
However, E3 can sometimes have an unfortunate effect on game developers by ramping-up hype about the games it showcases. At E3 2018, Anthem was one of the most highly anticipated games, but ultimately failed to follow through on the high expectations when it was released in February this year.
Perhaps games such as Anthem would have gone down like a lead balloon anyway, but maybe E3 raised expectations far beyond what Anthem was capable of.
These recent moves ultimately beg the question: is E3 even necessary anymore?
In its current form, E3 seems to be paying homage to the past—a time before self-made developers and 24/7 gaming coverage on streaming platforms like Twitch and YouTube. Whether E3 will adapt to the ever-changing gaming landscape, however, remains to be seen.