Xbox Showed Old E3 Can Still Work

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By the end of E3 2018, there was no lack of things to talk about ranging from the normal surprise games that were announced or what was surprisingly not announced to the diversity shown at the media events, all to varying degrees of success. Universally, it seems that there was a bountiful supply of good games most of which are on the horizon, but the format of E3 is in a state of change. No longer is the LA Convention Center full of kiosks of games, but instead empty space or non-gaming related booths pad out the halls signaling that E3 is trying to work out what is wants and needs to be to serve a purpose to fans paying their way into the event, a large swath of fans watching along at home, and people trying to conduct business or cover the show professionally.

The theme of change and trying to find the best way to present E3 was not only evident on the show floor, but also crept into the media showcases that kick off, and are often the most engaging and exciting aspect of E3. While Nintendo was the first step towards a new direction of showcase for E3 years ago, other companies are trying to find what the best way to differentiate and stand out is for them. Bethesda morphed into a variety show like atmosphere with a live musical performance, jokes, and skits all while weaving in pertinent information about their games including a lengthy, informative and fairly enjoyable look at what Fallout 76 actually is going to be. Square came back this year with a presentation, the first since 2015, and followed Nintendo’s lead by creating a concise packaged video. Unfortunately for them, this seemed mostly irrelevant since all the major titles they have were already shown at Microsoft the previous day, so the detailed looks at Just Cause 4, Shadow of the Tomb Raider, and Kingdom Hearts 3 were mostly retreads. Sony went way off the rails of what they normally are, trying to utilize the media event as some sort of artsy stage show that tied into The Last of Us 2 demo. I really liked the effect it had as a viewer, though it seems for those that were in attendance and unprepared it maybe would ruffle some feathers. Also, Sony didn’t show all that much, they had extensive looks at “the big four” first party games with a sprinkling of exciting third-party announcements but it was far different from what a normal Sony E3 showing looks like.

This brings us to Microsoft, and to certain extent Ubisoft as well, as the holdouts, the purveyors of old E3 shows. Microsoft mostly followed the script they have been utilizing since 2014 when Phil Spencer became the face for Xbox and the emcee for the E3 showing. They had an indies sizzle reel, a couple of well known first party titles, Phil on stage announcing something exciting (backward compatibility in previous years acquisition of studios this year), and ending the show with a surprising bang. This year though, the absurd quantity of the games shown (though mostly third parties) were

matched with apparent quality and excitement levels. The acquisition of the studios shows they are trying to fix the first party problem that has plagued them since the launch of the Xbox One in 2013. Also, the surprise bang at the end of the show was so well executed on stage and the game shown might be the most interesting thing that has been at E3 for several years helps cap off what was a mostly predictable way to hold an E3 conference, but executed in a perfect manner that left fans excited about Xbox as a brand. Microsoft was able to weave game trailers with people on stage talking together with perfect flow, and after all the E3 showcases were over Microsoft showed that a well put together, live briefing is the best way to stir up hype and present to the fans what they are as a company. No offense to Nintendo (or this year Square) but pre-taped video packages are never going to adhere to the audience the same way as the traditional live show. Getting wrapped up in the live excitement is instantaneously contagious and why the old way of doing an E3 show can still work today.