2/8/2024 0 Comments Online brick breaker gamesThe calendar quickly filled with dozens of E3-esque online showcases and streams across June and July. E3 not happening did not stop marketing from happening. Then covid came along and the ESA ummed and ahhed before cancelling E3 2020 and doing nothing in its stead. What we called 'E3' became a cluster of officially unassociated events taking place around the same week. ![]() Nintendo, Sony, Electronic Arts, and more had already abandoned E3 in favour of hosting their own livestreamed or pre-recorded events. YouTube and streaming video meant publishers could advertise directly to their audiences in environments they wholly controlled. While E3 increasingly dabbled with making the event semi-public, the expo was already losing many of its stars. E3 gathered the world's gaming media to watch staged demos for far-out games, play short demos for nearer games, ogle models, then head home laden with ugly t-shirts and thumbdrives full of faked screenshots to write up the experiences for people who'd never get to go. It lost a little purpose with the rise of online shopping and digital distribution, but was still hugely valuable as a marketing event. E3's death was a long time coming, but I still think E3 could've held on as an anchor event had its organisers, the Entertainment Software Association not blown it when covid-19 hit.Į3 started as a trade show for a very physical games industry with games sold in brick-and-mortar shops and read about in magazines. On the other, the 317 assorted online events replacing E3 are just as bad, and now they sprawl across months. On one hand, E3 was a week of misleading marketing, dubious claims, expensive stunts, and empty hype. ![]() The games industry's annual mega-marketing event had been suffering for years, then skipping 2020 due to covid without an online alternative left space for its killers to aggressively expand and make clear quite how redundant E3 had become. It's no surprise to hear that E3 is officially dead.
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