Every June, the gaming world descends on one central locale (usually Los Angeles) for the Electronic Entertainment Expo. While, an industry trade show among many throughout the year, E3 seems to be the placeholder as the premier event for breaking gaming news, premier announcements, and industry mingling. The show is usually covered by a cable outlet (in years past it was G4, but now it is Spike TV), and every major gaming publication/website. Gamers around the world tune in to check out the latest news on upcoming games, behind the scenes, and sneak previews.
For as much attention this E3 gets, there has always been this thing about actually attending the event; unless you work in the game industry or game media, you can’t do it. Bob who sells insurance and plays games can’t go. Dave with his start up commentary blog can’t go, and even Jim who has a blog with some provable credibility can’t go unless he is willing to shell out big time coin for a pass, hotel, accommodations. The peasants among the devoted gaming collective are reduced to seeing Morgan Webb, Jessica Chobot, Major Nelson, et. al indirectly rubbing your face in the fact that they are at the premier gaming event of the year, and you’re not.
I have never worked directly in the gaming industry; I worked in retail for a few years at a Mom-and-Pop video game store, a toy store that sold games, and a Brick and Mortar store that sells games both new and used games. That is the breadth of my industry involvement, and that was 9 years ago. Since then I’ve been involved in Community Non-Profit, and this year just started in the Mortgage Industry…
…and for the last two years, I’ve attended E3.
This may come off as a humble brag, but I’ve been fortunate enough to attend E3 and not be subtle about my posing as an outsider. Multiple times I fielded questions like “so what do you do at Sony?”, “How long have you been at Sega?”, “Are you an Amazon buyer, too?”. Each time, I have to sheepishly explain that I’m not of their ilk and they kind of nod and politely head off into another conversation’s direction.
So how do I pull of going to the most widely covered gaming event in the country when I wasn’t invited? Well, what I’m about to tell you are some observations on the show, how I managed to get in to it, and what goes on a bit behind the scenes. There will be no names associated with this, because these people while they should be recognized for their genuine kindness, also went out on a limb to give me a chance to share in the experience.
Now that I’ve stroked their egos plenty, here’s a little info about the show itself. First off, you’d think there was this Jets vs. Sharks routine between the heavy hitters – Microsoft, Sony, and Nintendo. At the highest level, there is extreme competition; however, beyond the executive levels, everyone is pretty friendly. All three major companies shared the same hotel – The JW Marriott at LA Live in Downtown Los Angeles. The lower bar and lounge area was frequently packed with people from all different companies, talking light shop, but more importantly, trying to determine whose tab they were going to tie their drinks onto.
There is also an interesting dichotomy among those that work at these companies. The higher you go up the ladder, the less it seems that these guys actually care about the games. They seem to be more interested in how to maximize returns on investment. I get that to a certain extent; if gamers ran game companies, they would all go out of business. Even some of the buyers I met didn’t seem to be that interested in gaming; some of them didn’t really know much about them other than through sales forecasts and previous year numbers.
I saw the most passion was among those that were testers, creative directors, producers, and sales guys. I was able to have dinner with a group of people from Microsoft my first night in town along with a Senior Producer at a company that does mobile games. These people were the front line workers of the show; giving demos, answering questions, promoting their products. They loved to play; all throughout our three-hour dinner, I was able to sit back and observe them talk about past projects, current projects, and what they were looking forward to at the show. They had the job that all gamers wanted but few understood the actual work involved in the process. They weren’t programmers or coders, or mo cap models, or voice actors.
E3 itself, while an industry only event (save for a few posers), could really stand to be more selective about its attendees. The LA Convention Center is huge, but the place is still very claustrophobic when 75,000 of the unwashed masses descend upon the two exhibition halls. All badges aren’t alike; there are badges for Media only, there are some for VIP media, which allows you access outside of the show hours (which is Tuesday--noon-6pm, Wednesday – 10am-6pm, Thursday—10am-5pm), Exhibitors badges which also allow access outside of show floor times, and Exhibits only badges which only allow access during floor times.
The majority of attendees have either the Exhibits only or Media badges, which create a bit of a mess when the doors open for the day. Everyone masses in front of the main doors to each respective hall, while the pros seek out the side entrances with minimal lines. One theshow floor opens, people immediately rush to the games either they want to see the most, or whatever booth is giving out free stuff. If you give out a T-shirt, automatic 2 hour line. If you’re a hot game doing a live demo—automatic 3 hour line. If you’re Disney and you’re giving out a one of a kind trinket—FOUR. HOUR. LINE.
Look, I’m a sucker as much as the next guy for free shit, but nothing is worth waiting in excess of 2 hours to see/play/get a free shirt. My advice is first day, see everything; day two, be willing to wait for something only if it is really cool, and you’re able to play it. Be prepared to be let down for a lot of companies (Bethesda) like to show things behind closed doors only to VIP media or buyers. Don’t waste your day looking at a 20 minute trailer of Destiny. You’re going to buy the game, regardless, and you’ll be able to buy a Tshirt somewhere down the road.
Another tip is that you’ll want to dress comfortable. Those that are there for work will wear a sport coat, button up shirt, nice jeans or slacks, and dress shoes. You’re going to be on your feet for 5-7 hours – wear nice shoes. Also, I don’t know if you’re familiar with the concept of Los Angeles weather, but wear shorts and a light shirt. The convention halls are kept at a pretty cool temperature, but you’re still going to sweat.
…bring multiple batteries, or a mobile charger. This is a shameless plug (no pun intended), but this iSound portable charger was a savior last year and this year for those who have Android phones that don’t like to last long snapping pictures and uploading them to Twitter, Facebook, Tumblr, etc.
It is okay to wear an ironic shirt or video game shirt, but try to be unique. I went with my N7 shirt yesterday thinking I was going to be all cool; well it isn’t cool once you’ve passed the 300th person wearing something N7. Today I went with a shirt featuring Pam Poovey from Archer (via Teefury), and that was a much better decision. If you’re going out at night, then you can change into a collared shirt. During the show, keep it casual -- just don’t be a furry. If you attend E3 and you’re dressed as some kind of elf or Pokemon character, or for God’s sake wear something Brony related, you will draw my ire and immediately not be taken seriously.
Food wise, food trucks are the way to go as the sandwiches and drinks inside will run you a small fortune. There are quite a few food trucks camped out in the side entrances between the South and West halls. Don’t spend 45 minutes waiting at Starbucks. If you need a drink, hit a vending machine.
Make sure you’re getting sleep. I live in the Midwest, therefore my body is 2 hours ahead of local time, therefore I was always mega tired. You don’t want to be that guy that taps out at 10:30 because you’ve been on your feet all day, your eating schedule is all fucked up, and it is 12:30am in your internal chronometer, so try and get plenty of rest.
I am really not the world’s biggest drinker. I’ve had to pace myself at the bars and lounges at night. Usually, someone has an open tab going and people just attach their drinks to that tab. I’d love to see the faces of the accounts people at Microsoft, Sony, and Nintendo when they are try to reconcile $25,000 (that’s a VERY conservative estimate) in alcohol and food expenses over three days among their staff members. Drinks costs at the JW Marriott were obscene. I saw three drinks – a mixed drink, a glass of champagne, and a beer—go for $45. You can try and be courteous and order a soda to temper costs and your impending hangover, but it will be met with some ridicule. Still, go easy on the drinks for yourself and your friends.
One cheesy thing I’ve done the last two years is to buy an E3 logo’d T-shirt. This year’s selection wasn’t as good as last year’s but it is something cool to bring back and show your friends that yes, you were that guy that got to go to E3 and they weren’t. You are the guy that has the good friends willing to hook you up, and all they have are you willing to tell them what they were missing out on. Maybe, one day, they can be that cool, too.