Why Sony is skipping E3 (once more)

E3 remains to be an thrilling present with an unmatched collection of press conferences and online game reveals. Nevertheless it’s an costly place to exhibit, which is partly why so many corporations have moved their occasions to a location outdoors the Los Angeles Conference Heart. EA’s sprawling Play occasion, as an example, takes place on the Hollywood Palladium. The fan-focused Xbox Expertise is on the Microsoft Theater, whereas the streamer-centric Mixer Dome sits within the L.A. Dwell complicated. Devolver, in the meantime, has lengthy used a car parking zone to point out off its indie wares.

In brief, you could be part of E3 with out being in E3. Sony managed this final 12 months by internet hosting its annual Days of Play sale throughout the identical week. It additionally benefited each time a cross-platform title or PS4 unique — console, timed or simply plain unique — appeared at one other firm’s press convention, similar to Remaining Fantasy VII Remake.


Some corporations have additionally embraced pre-recorded press conferences. For years, Nintendo has complemented its large E3 sales space with a handy guide a rough Direct-style video filled with trailers and foolish skits, as an example. Smaller outfits, together with Devolver, UploadVR and Restricted Run Video games, used the same format for his or her E3 2019 conferences. Sony understands the facility of this format and has tinkered with its personal State of Play stay streams outdoors of E3.

For PlayStation’s creator, there’s one other apparent draw back to attending E3: a hotly contested highlight. Press conferences are bunched collectively to make sure that each console maker and writer has introduced its respective video games earlier than the conference doorways open. The congested schedule signifies that particular person corporations get a few hours at most to dominate the information headlines and social media chatter. The bulletins aren’t forgotten, in fact, when any individual else takes to the stage. They’re briefly put apart, although, which is suboptimal should you’re a advertising and marketing government obsessive about phrases like “attain” and “engagement.”


E3 does not have the most effective repute, both. The present opened to the general public in 2017 and was instantly branded a “blended bag.” Attendees had been annoyed by the lengthy queue instances and alarmed by the present’s lax safety, which did not embrace steel detectors or bag checks. Two years later, the Leisure Software program Affiliation (ESA) — the present’s organizer — by accident leaked private info of greater than 2,000 journalists and influencers. The commerce affiliation has additionally been criticized for defending loot containers, but it surely since introduced it’s going to quickly require Microsoft, Nintendo and Sony to reveal the chances behind them.

The ESA is planning a significant shakeup for E3, and it may not be to Sony’s tastes. Final September, a leaked pitch deck revealed that the occasion will flip right into a “fan, media and influencer competition” in 2020. The shakeup features a give attention to “high-flow sport pavilions” and on-floor “activations,” which often means statues and celebrities that followers are more likely to photograph and share on social media. Within the pitch deck, the ESA stated these may embrace watching the LA Lakers play a basketball online game on the present ground or seeing actors compete in a pleasant event.

Yesterday, a Sony Interactive Leisure spokesperson informed Gamesindustry.biz: “We’ve got nice respect for the ESA as a corporation, however we don’t really feel the imaginative and prescient of E3 2020 is the fitting venue for what we’re targeted on this 12 months.” For now, it is not clear what a part of the “imaginative and prescient” Sony disagrees with. The corporate has experimented with press conferences, nonetheless, that really feel extra intimate, skilled and prestigious. At E3 2018, as an example, it selected just a few smaller rooms to unpack blockbuster video games like Demise Stranding, Ghosts of Tsushima and The Final of Us: Half II.

It is also potential that the timing of E3 does not make sense for Sony this 12 months. Seven years in the past, the corporate experimented with a launch occasion that targeted on the PS4’s structure and software program options, moderately than thrilling launch titles. It then used E3 to disclose the console’s worth and kind issue, in addition to a collection of video games together with Remaining Fantasy XV and Kingdom Hearts three. The online game business has moved on since then, although, and Sony may have a distinct one-two punch in thoughts for the PlayStation 5 (or one-two-three, should you’re counting the PS5 emblem reveal at CES).

Does it matter that Sony is skipping E3 once more? That is determined by who you ask.

For the ESA, it is an enormous blow. The present is shedding a tentpole firm that pulls attendees and business curiosity. Sony’s departure may additionally encourage different console makers and publishers to do the identical. For gamers, nicely, it relies upon. Some will really feel that Sony’s absence diminishes their favourite time of the 12 months. The bulletins will not disappear completely, although — they will simply be made at a distinct time or place. And a devoted occasion additionally provides followers extra alternatives to get excited earlier than the PS5’s launch.

Our workforce is tough at work on E3, we look ahead to sharing with all who like to play what’s forward for us. Our artform has constantly been propelled by the cross-section of creativity and technical progress. 2020 is a milestone 12 months in that journey for Group Xbox. #XboxE3 #E32020

— Phil Spencer (@XboxP3) January 14, 2020

For Sony, the transfer makes excellent sense. Different platform holders will most likely welcome the choice, too, because it provides them extra respiration room at E3. Microsoft is launching its personal console this 12 months and can little doubt profit from the additional consideration in Los Angeles. “Our workforce is tough at work on E3,” Xbox chief Phil Spencer tweeted. “We look ahead to sharing with all who like to play what’s forward for us. Our artform has constantly been propelled by the cross-section of creativity and technical progress. 2020 is a milestone 12 months in that journey for Group Xbox.”

There isn’t any doubt that Sony’s nonattendance will likely be felt at E3 this 12 months. However for the PlayStation powerhouse, it simply makes good enterprise sense.