E3 Games Show: Connectedness Reaches New Level In Gaming

E3 Games Show: Connectedness Reaches New Level In Gaming
SHARE
THIS



B&T has teamed up with Sydney-based agency Rinsed to provide exclusive news, analysis and innovation from the biggest gaming show on earth, E3 2013.

Simon Micarone founder and managing director of Rinsed, reports from LA.

 

One of the challenges in any live event experience is engagement. More specifically, it’s about engagement beyond the perimeter of a live experience. So, with this in mind, a key area of interest for me at E3 is how brands are building their brand experiences at the show. And, with so many big brands and big budgets in play, it would be fascinating to see what they come up with.

Due to the size and scale of E3, I’ve not seen everything just yet, but more than ever before I get the impression there is an increased use in RFID (Radio Frequency Identification System) technology. Quite a few keynotes have featured RFID LED bracelets; essentially the bracelet worked with the presentation to give impact. It changed colour according to the game that was being showcased and the point the presenters wanted to make. In the darkness it looked fantastic and had serious impact on the crowd.

Another innovative use of RFID technology happened around Activision’s Destiny. Brand ambassadors would sign in visitors, who would then be given a bracelet. Once they had completed the demo experience, which included a briefing and a multiplayer game player session, they would swipe their wristband and it would release the alpha and beta versions of the game. In addition, they could also pick up rewards in the forms of tees and badges. This was a fantastic and creative way of delivering additional value to the brand’s dedicated fans, and provided a money-can’t-buy experience for being at the show and enduring the long lines.

Xbox also had a really simple but shareable idea. They had a Kinect camera set up that was constantly capturing footage. It would send the footage to nearby surfaces and it would then use a filter to alter the image. Once the image had been created, a unique QR code was then generated and made available for scanning. The image could then be shared through most social media channels or email.

Ubisoft’s gave us a look at Just Dance 2015, which in itself is not that exciting. However, in this new edition, a user’s mobile could enable gameplay without even owning the game. The service, called Just Dance Now, lets any player with a smartphone, tablet (Android or iOS), smart TV or PC join in the game using the accelerometer on their phone. There’s no limit on how many players can connect at once using the Just Dance Now app. It’s available for free too. Imagine rocking up to a party and having an internet-enabled screen and being able to play with groups of your friends without even owning the game!

Another really prominent feature of this year’s show is ‘Cooperative Gameplay’ or Co-op. It allows players to work together as teammates against one or more opponents. Every title that I saw on Ubisoft’s stand including Far Cry 4, Assassin Creed Unity and Rainbow 6 all included Co-op options. This underlines a trend I’ve highlighted before; the absolute need for connectedness. Working together as a team with a common cause is so important in today’s gaming environment.

Of course, at any show like E3, you get the obvious take aways including limited edition figurines, merchandise and downloadable content, but the brands achieving real standout are the ones offering something unique. I think Activision got it right with releasing both the Alpha and Beta. Giving the super fans something that is so unattainable to the general gamer invokes loyalty, passion and brand engagement.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Revealed: The Most In-Demand IT Jobs
  • Technology

Revealed: The Most In-Demand IT Jobs

Do you despise your overpaid IT department? Well, you could possibly punch your web designer in the face after this.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]