E3 2018: Xbox Press Conference
Every year, in early summer, the Electronics Entertainment Expo (E3) showcases the industry’s upcoming games, gaming tech, and gaming culture. Studios from around the world vie to create a buzz for their brands by announcing new games, new content for existing games, and upcoming new hardware.
The largest Studios, such as Xbox, Bethesda, Playstation, etc. hold live, large press conferences that can be viewed in person, streamed live, or be watched later on the internet. These press conferences are fairly long events, often lasting over an hour. Typical content for these events are live game demos, prerecorded demos, and short video teasers for games not far in development. These presentations sometimes include celebrities and often include developer commentary.
This year, the first press conference was held by Xbox.
As I have mentioned in the past, Xbox has been losing the “console war” to Playstation. With the Playstation 4 outselling the Xbox, the Microsoft brand had a lot riding on this years E3 conference.
In order to convince consumers that their consoles are the place to play the best games, Xbox needed to double down on compelling exclusive games, timed released games, and DLC. They would need to create games and content that they can get nowhere else.