Sony was a conspicuous absence at this year’s E3 event in Los Angeles, and with a trend of other companies reducing their presence at the show, the notion that the expo is losing relevance certainly isn’t new. The dates for next year’s event have already been announced, but it’s hard to argue that E3 is the same juggernaut show it was twenty years ago. After three years of admitting the general public onto the show floor, it’s a very different beast from the hallowed, industry-exclusive event of old.
However, it seems Nintendo still has faith in its evolved form and will continue to show there for as long as it exists. Speaking with Gamesbeat at E3 2019, Nintendo of America’s Senior Director of Corporate Communications Charlie Scibetta highlighted the company’s intention to return:
Nintendo believes in E3. We think it’s a great place to not only do business — to talk to people like yourselves, journalists, and the influencers that make YouTube videos, retailers – and interact with the public. We’re bullish on the show. We’re here. We believe in it.
Other companies have to make up their own minds and make their own decisions when it comes to what trade shows they support. That’s based on their own business realities and where they want to spend their money and their cycles and their time. But for us, we like E3. That’s why we’re here.
On the same topic while talking with TechCrunch, Scibetta went further:
We think it’s a great way to showcase, not only our offerings and what the industry is as a whole. We’re part of the industry, so we support the show.
Renting floor space and putting on a show is obviously a significant expense for any company, but while others are evaluating their options and deciding to stay away, it’s interesting to see Nintendo doubling down and embracing the show in its modern guise as an opportunity to interact with the public.
The growing number of other trade shows throughout the year is certainly one factor, and arguably Nintendo is also partly responsible for the diminished importance of the world’s premier games event; by shifting away from making announcements on an E3 press conference stage to multiple pre-recorded Direct videos at times that suit the company, Nintendo regained control of the narrative and avoids the kinds of onstage gaffes and stilted delivery that used to characterise the company conferences.
Scibetta went on to discuss how Doug Bowser is continuing down the leadership path that Reggie laid down, as well as deflect various questions related to potential new hardware and the Breath of the Wild sequel. Be sure to check out the full interviews at the links below.
We still get a buzz from the show, but does E3 have the same impact on you as it did 10 or 20 years ago? Let us know with a comment.