It's fair to say E3 delivered on all it promised. There is some great new enabling technology coming with PS4 and Xbox One, and the game release schedule across all the publishers looks very strong.
The best way to wrap up the event is to provide my Top 5 best-in-class for 2013 (see video wrap below), which was no easy task with all that was on show.
Best Stand Experience – Activision Blizzard
Activision’s stand and ‘Show Theatre’ was by far the most immersive experience at E3, putting the fans in the centre of the action with epic 4D realism.
Best Brand Engagement – Ensemble Online
Ensemble Online is a free-to-play role playing game where you tactically control territory, harvest resources and construct buildings anywhere on a real-time map. Bringing the resources element to life, people were encouraged to participate in gold coin collection, earning coins for a ‘High Striker’ game, tweeting and tagging the stand, scanning their ID barcodes and participating in a ‘Game of Seeds’. They could then use the coins to purchase items from their merchandise store.
Best Use of Innovation – Xbox Smart Glass
One of the best applications using the Xbox Smart Glass technology was the NFL TV app, where viewers could stream live NFL broadcasts while tracking their fantasy league players, getting real-time player statistics, all with the ability to share the experience via social media.
Best Social Integration – Nintendo
Nintendo’s ‘become the character’ was a smash hit at E3. Gamers could step into the character’s world from any one of Nintendo’s main franchises, and be transformed into the character. This experience was then seamlessly captured and shared via social media.
Best Brand Ambassador – Assassins Creed: Black Flag
An often forgotten element of the marketing mix – but possibly the most important – are brand ambassadors, operating at the coalface between the customer and the brand. Ubisoft’s Assassins Creed: Black Flag ambassadors were just amazing. Great product knowledge, excellent delivery and incredibly enthusiastic.
Simon Micarone is founder and MD of Sydney-based experiential, PR, and social media agency, Rinsed.
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