Revitalizing The Videogame Trade Show

Thanks to GamesTM for its feature discussing the current state of the videogame trade show. Although shows such as this year's E3 were more exciting, the article argues: "The likes of the Electronic Entertainment Expo (E3), the European Computer Trade Show (ECTS) and the Tokyo Game Show have recently been accused of being dull, predictable or lacking substance. Last year, there was no ground-breaking news, no earth-shattering games (only updates of ones we already knew about), and some companies didn't even turn up." Simon Byron of Barrington Harvey makes the point: "In this media-savvy world, information is readily accessible, so of course there are fewer opportunities to be surprised - which is what I think is at the heart of most people's criticisms of trade shows." In light of our previous coverage of trade show significance, how do you see videogame trade shows evolving?

Comments

Internet

[MMeldrum]

..that's the main "problem".

In the days of the SNES and the Megadrive we'd have to wait around 2 months (by the time it's written up and printed) for news in games magazines.

These days we get the latest news within hours/days on gaming sites. (And on slashdot we even get repeats. ;) )

Re:Internet

[iocat]

I think the bigger problem is that the people who've been writing these articles have been going to E3 ten years running -- it's bound to get a bit dull (to them) after a while. I remember last year (E3 2003) which was a *DULL* show, I saw a friend give a pass to a 17-year-old kid. I ran into the kid outside later and he was practically orgasmic and almost unable to speak... "I saw MIYAMOTO! I saw HALF LIFE 2! I SAW TONY HAWK! Dude he said Hi to me, I thought I was going to *push* right there!"

I don't even know what the frick "push" means in that context, but it did give a new perspective on E3 being considered dull. It's dull if you're a jaded journalist or gamer who grew up on 8- and 16-bit gaming. If you're 17, or a new gamer, there's nothing dull about it.

Re:Internet

[scowling]

I think you're exactly right. The Internet is the main problem. For pretty much everything, all the time. :D

In all seriousness, it used to be that companies would work towards the big trade shows. "Jenkins, your team needs to come up with somethign really big for the trade show." "You bet, chief!"

That doesn't happen anymor, since the publishers simply release information any time they like. They're no longer on a media release schedule.

I suspect that this attitude has also been the cause of the increasingly late delivery times of final products; since games aren't jst a Christmas item anymore, one doesn't have to work towards (say) a November release.

Re:Internet

[nacturation]

... I thought I was going to *push* right there!"

I don't even know what the frick "push" means in that context...

I'm thinking he's referring to the employment of peristalsis.

Re:Internet

[(54)T-Dub]

Yes but E3 isn't meant for 17 year old gamers. Heck he wasn't even allowed because he is under 18. E3 is for members of the entertainment industry and the media.

They already have...

[El_Ge_Ex]

I encourage those who haven't already, check out the GDC. This conference has the surprises that E3 used to have, but not the booth babes. :(

Next week is SIGGRAPH its even in the same place as E3 was this year. It also has some of the surprises you used to see in these trade shows such as Comdex and E3.

Re:They already have...

[Ford Prefect]

SIGGRAPH booth babes?

Lack of risks

[MMaestro]

Another 'problem' stems from the videogames themselves. Game companies don't like to change their formulas by much, so you end up with remakes of previous games over and over. Do this enough and anything less than radical seems like boring news in a market where everyone copies one another.

How do you see videogame trade shows evolving?

[@madeus]

How do I see videogame trade shows evolving?

Booth babes with EVEN BIGGER hooters!

-1 Unfunny
+1 True

Easy.

[torpor]

Get the 'rock star' factor back.

Trade-show rules should be relaxed a little... this little fascist state that gets created in "Exhibit Hall X" is tiring, and after a day of it any sane person is -exhausted- ... too many companies, all with their little 'individual idea of cool', in too many little boxes, row upon row.

Bring back some of the party factor. There is no identity at trade shows - there needs to be one.

Imagine if someone with a little rock star factor hosted the show, and there was actual stunts and PR capers worth having news written about ... everything that does happen at these events is really contrived and culturally uninteresting ... a big press-release factory and little else.

Re:Easy.

[Elsebet]

While I respect the idea of glitz, I have to say there is something to be said for a more intimate, personal type of gathering. I've never been to E3, although honestly I'd jump at the chance. However from what I see it's a bit of overload, personally.

I attended a DAoC Fan Meet in Washington, DC a few years ago and have to say that was the best and most informative time I ever had concerning a game I played. We actually got to have dinner with "Lum the Mad" (I forget his real name) who was a developer for the game and I got to hear a little how their database works. They also had small-group meetings to discuss various parts of the game.

Granted I'm not media, I'm a nerd and am more interested in the technology behind the game, but it was also neat to interact with the people who wrote the code you spend so much time playing. I'm guessing huge trade shows just don't allow much of that type of casual interaction unless you are press or famous.

It wasn't a flashy event but I felt I learned a lot more than I would at some huge event like E3. I'm curious why more game developers don't have smaller events like this more often, and I wish they would.

Re:Easy.

[leland242]

As someone who used to work in the tradeshow industry, and also as someone who occasionally exhibits at tradeshows, I can tell you that the rules you speak of are not based on E3's desires, but on the exhibition hall and the (typically) union workers who staff them. Also, the hall and all of the booths have to conform to local safety and fire codes.

Do you know it costs ~$100 to rent a $3 trashcan for 3 days at a tradeshow? Typically, you cannot use a screwdriver at your booth. You cannot use a power strip (you have to rent them for $$$) and sometimes, you can't even plug in electronic devices. You cannot use a handcart to move something - you must have a surly union worker push it for you. There are rules regarding booth height, lighting, sound, staff / performers, etc etc.

My point: what you are talking about is valid, but, unfortunately, is unlikely to change.

Re:Easy.

[torpor]

This is why I'm saying these exhibits suck.

Move the whole show to someone's party-friendly warehouse or something ...

Re:Easy.

[torpor]

I feel the same way. The two trade shows for my industry (NAMM and Frankfurt Musik Messe) are exhausting...

But SYNTH-DIY is nothing but rest, rejuvenation, and revitalization... much more intimate, much more fun, and not nearly as much stress ... this is the future of 'trade events' in my opinion ...

I don't know about anyone else....

[WhiteLudaFan]

While I didn't go to E3, I anxiously awaited news online from the show. I was excited to see what new details were available from the games I'm looking forward to playing. (coughDoom3cough) And of course, some new titles were announced too. (coughNewZeldacough) Also, I think these shows can bring some other games to light (that might have been missed before).

Re:I don't know about anyone else....

[MoistVomit]

... Open Bar.

It's cyclical, damn neophytes.

[Mirkon]

Have these people played video games from before 1999?

Trade shows follow console life cycles, naturally because game development follows console life cycles.

Last year was the year of utmost stagnation for the current generation, while the years before it were still "prime" and the years following will be where companies try to hype the next machine.

Less is more.

[Alkaiser]

If E3 would just pare out the crap games, games that are like 10%-30% complete they could breathe some life back into the show.

They could put some of the suprise back in the show by not giving out Best of Show E3 Awards to games 2 years in a row, or even better, not giving those awards out to games that aren't going to be out within the next year.

It's just like movies that release trailers for their movie 1 year in advance. You can't possibly expect me to care for that long.

E3 could be significant again if they didn't leak every big surprise 3 days before the actual announcement.

It could also be made better by not acting like you have a big announcement and hpying things up that are not that interesting in the least, you know, like Sega pulling that crap they did this year. ("Hey! We're co-publishing the Matrix Online!")

You gotta have Kentia Hall, and you gotta have your Phantoms, Gizmondo, and other spectacular failure ideas...they make the place look crowded, and give everyone an easy to find Worst of Show.

So, if they had less games displayed, games that we could play, and determine what would be worthy in the next 6 months, that'd make for a much better show. As it is, you're overwhelmed with like 500 titles, and there's no way you can get a feel for one game without ignoring the rest, and every single game is competing to be that one that you ignore the others for.

Re:You all don't get it.

[Alkaiser]

I do get it, but you apparently still don't. Stock their shelves for Christmas? Wow. Good thing they were all stocked up with those Half-Life 2 and Doom III for Christmas 2003...didn't want them to get caught with their pants down or anything.

Way to get your one big game all this buzz generated for it that it can't possibly sustain for 2 years.

I've worked both sides of the show, as the Media, and as the Exhibitor. I know what both sides are looking for, and NOBODY'S needs are met by showing off a 10% completed game that won't be finished until 2 years from now. Nobody's going to get wooed into moving 250,000 units of your game when all you can do is move around on one screen.

The Square-Enix booth is great, because every single thing they show at their booth is going to be on a store shelf before the next E3 rolls around.

Less unfinished crap means that the stores are going to actually be stocking more of what we want. It also means that the unheralded games that are nearing completion are going to get more publicity instead of battling it out for name recognition with 8-10 titles in the same genre that won't be finished for 2-3 years, if at all.

Everyone is better served by limiting the scope of the convention to games that are going to be hitting shelves before the next show.

Video Game Olympics!

[urbaer]

Indeed. The next gen of consoles should be enough to get them excited again "The lack of exciting new hardware also seems to be the major sticking point." as the article points out. Perhaps the expos should occur between the Commonwealth and Olympic games (every 2 or 4 years) rather than every year.