E3: The Mecca for gaming brands

E3: The Mecca for gaming brands
SHARE
THIS



B&T has teamed up with Sydney-based agency Rinsed to provide exclusive news, analysis and video from the biggest gaming show on earth, E3 2013.  Simon Micarone (pictured), founder and MD of Rinsed, is on the ground in LA at the event and will be reporting back the big stories for B&T this week, including exciting new opportunities for content marketers, brand managers and media owners.

{^widget|(playercode)43fvXw6C|(name)RBI.Video.BOTR_1|(image_guid)1e4bcf3f-ea05-437e-b48e-49d4192753c8|(videocode)7Rfgyk2N|(widget_displayname)Bits+on+the+Run+Player|(width)|(height)^}

DAY TWO

The real stand-out on the E3 show floor this year would have to go to Activision. A near five-story multi-title display including mega franchises like Diablo and Call of Duty: Ghosts, to the super-creative sculptures and installations of Skylanders Swap Force, it certainly got some attention.

Equally, in the same fashion the blockbuster Halo was screened, Destiny, the new comer from the development team Bungie held its own amongst these giants of the industry. Creative, beautiful and seamless stand designs had me wondering would I ever get a chance to deliver something this epic.

And if that didn’t take your fancy, it was hard not to be blown away by Activision’s ‘Show Theatre’. I remember as a child going to the Easter Show and experiencing the 3D theatre in all its glory for the first time – I really thought I was on a roller coaster. Well for me that’s what the Show Theatre was like today; hundreds people crammed into an elevated circular structure surrounded by floor-to-ceiling HD imagery of Call of Duty: Ghosts. The floor moved and rumbled and smoke billowed through the space to complement the journey. It was fantastic in the most childlike way and it was totally immersive. As a marketer this was a brand dream. And it moved me enough to tell others about it – which is key for any brand.

Nintendo and Capcom

There were another two really smart brand activations that caught my eye. One for Nintendo and the other for Capcom.

Capcom’s Dead Rising 3 stars a guy named Nick who runs around California fighting off zombies. It’s dark and bloody and anything and everything is a weapon. What Capcom did well was to keep the integrity of this theme running through the stand. The highly stylised set featured live zombies which seemed like you were immersed in the making of the Zombieland.

Nintendo’s activation for Donkey Kong Country Tropical Freeze was also standout. Simple and effective, there were massive queues all day to jump in the game circle and play on a DS. What I loved about the stand was a live animation of Mario speaking and interacting with staff and guests around the gameplay area. This was no loop animation; it was fully live. An actor would have been attached to motion sensors in the studio to create Mario’s movements with Charles Martinet voicing the character. Again, highly interactive, authentic and unique.

Brands and technology

Outside of how the brands were bringing their games to life, major movement on the technology front continues to be the push for deeper gaming experiences. I mentioned the third screen yesterday with Need for Speed Rivals, but as a single player the second screen is now almost standard with game development.

Time and time again developers are pushing engagement by providing relevant real-time information to assist game play. Commonly known as ‘Companion Apps’, these are now an important part of the battle for gaming supremacy and a deciding factor in who can deliver the best experience on the next generation consoles. Electronic Arts showcased the “6th team member” via the command centre in Battlefield 4, where a jump-in assistant provides enemy locations, assists with weaponry and gives detailed statistical analysis on the opponent. Clever stuff.

Another game that will really push engagement is called Project Spark, to be released on Xbox One, where making the game is the game. Everything in the world from environment to the characters and enemies can be created by the player though Kinect and SmartGlass. This creation process is enabled through both touch on a tablet and voice via Kinect. And there is great collaboration where worlds can be remixed once shared. A bit like crowd-sourcing where ideas can be built on by others.

All-in-all, as marketers, we strive to create a memorable emotional connections that will drive people to share what they felt in that moment. If you do it well, those people will become your biggest brand advocates, don’t do it well and it could be equally as powerful in the negative. Marketers who are brave and take risks ultimately reap the biggest rewards but equally stand to lose the most. So don’t tell people how good something is, make them feel something.

Simon Micarone (pictured) is founder and MD of Sydney-based experiential, PR, and social media agency, Rinsed. 

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.