You might have heard that this year's version of the Electronic Entertainment Expo,
better known as E3, was cancelled due to the COVID pandemic.
And that's no surprise, given that major events around the globe have been scrapped for the same
reason. But after the world pulls out of this crisis, the future of E3 may very much be in
doubt for reasons that have nothing to do with the pandemic. But why? I mean E3 has been a big deal
for a long time. The show dates back all the way to 1995, when the gaming industry decided that
it was tired of being an afterthought at tech trade shows, and finally said,
screw you, we'll make our own event with Blackjack and Hookers. Just kidding about that last part,
but after game developers sat out on their own, E3 quickly developed into an important fixture
for the industry. It became traditional for big ticket consoles and chart-busting AAA games
to be unveiled at the event. And gamers everywhere were envious for years at the industry members
who were able to attend, though it finally opened up to the general public in 2017.
So with gaming arguably a bigger force in our culture today than it's ever been in history,
with the rise of esports and a smartphone that doubles as a mobile gaming platform in everyone's
pocket, why would a trade show centered around video games be struggling? One reason has a lot
to do with digital distribution and social media. Remember when you were a kid and playing games
meant getting a shiny new console or a shrink-wrapped copy of a highly anticipated game on Christmas
morning? Obviously dedicated consoles and physical media are still around, but companies can now get
new games and updates out to gamers quickly. Think about how Apex Legends, which has become hugely
popular, was revealed with a surprise announcement instead of a trade show event. And the rise of
social media has meant that developers can now get information about upcoming titles and hardware
directly to consumers on their own schedules. Rather than waiting for an industry show,
Nintendo, Sony, and Microsoft, they all now have their own virtual events focused on their products
only. In fact, Sony didn't even bother showing up to the 2019 edition of E3 simply because it
didn't feel a need to. And it wouldn't be surprising if other heavy hitters in the gaming
industry followed suit in the future. What's the point in announcing a big-name console at an event
with limited floor space when you're trying to compete with lots of other vendors for attention
in eyeballs? Microsoft has already reflected this trend by announcing the Xbox Series X online
instead of at a brick-and-mortar event. Then throw in the fact that E3 is facing
increasingly stiff competition from other shows like Gamescom, or PAX, or LTX, which are more
focused on gamers and consumers than they are in industry insiders, potentially making them more
appealing to developers who immediately want to create buzz with fans. Even one of E3's own
has contributed to the show's decline. Jeff Keely, who was a broadcaster for E3's live streams and
a fixture of the event, announced he would not be at the show prior to its cancellation. Instead,
Keely announced that he'd be running his own Summer Game Fest, which could be seen as yet another
competitor to E3. Now, E3 has responded by attempting to bring more interactivity to the show
and make it a little less focused solely on the business side of the industry. But it's unclear
if this will make an impact once the show returns in 2021. Though I wonder how much interactivity
there will really be if we all have to stand six feet apart. Thanks for watching guys! If you
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