The E3 Media and Business Summit bears little resemblance to the E3 of 2006, when attendance topped 80,000. Thanks to high
costs born by exhibitors, the conference crumbled under its own weight and in 2007, was moved to Santa Monica and limited
to just 5,000 attendees. This year, the show returned to the Los Angeles convention center with attendance once again capped
at 5,000.
Resident Evil
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But the more intimate surroundings didn't stop the big game console makers and software developers from announcing a slew
of new partnerships and products. Sure parties were thrown—The Who played a private concert to guest of Harmonix, MTV Games
and Rock Band 2—but in the meeting rooms business was under way.
Some of the biggest announcements came from the hardware manufacturers launching services that bring consoles closer to breaking
down the barrier between the virtual and real worlds.
Microsoft announced a partnership between Xbox 360 and Netflix that streams video content to the console, and the launch of
Xbox Live, a virtual community that Microsoft is positioning to dominate the living room. Xbox Live Prime Time features a
game show channel that lets participants play in real time for actual prizes. Not to be outdone, Sony will offer downloaded media content to the PlayStation3, which can then be transferred to a PSP for
video on the go.
There's a new 80 GB hard-drive model coming this fall, for the same $399 Sony is currently selling the 40 GB console for today.
Nintendo continues to dominate the gaming world, and its Wii is the system to beat. But the company didn't make much noise
at E3, announcing a smattering of games and new controller. Hard-core gamers are getting new titles like Conan, Lara Croft,
Resident Evil and Street Fighter, but the bulk of new games are aimed at a more casual player and mass-market audience.
A host of family-friendly titles will be released by holiday 2008, like Warner Bros. Interactive Entertainment's Lego Batman,
Guinness World Records and Speed Racer.
Disney is still riding high on High School Musical and its new game lets kids become characters in the upcoming High School Musical 3 film, learning the dance moves, singing along and taking trivia quizzes based on the series. Other titles from Disney include
Bolt, Tinker Bell, Camp Rock and Sing It, a karaoke-like game featuring music from Disney properties and High School Musical's
Olesya Rulin as a vocal coach.
Musically inspired games continue their popularity with new bundles from Rock Band and Guitar Hero. Both franchises are offering
new music bundles and instrument controllers. Rock Band 2 brings the drums to the forefront with a kit that makes drum solos
more of a focus.
Konami will also ship Rock Revolution for the holiday season and Dance Dance Revolution is celebrating its 10th anniversary
with a new release. Disney is entering the rock band game fray with its own Ultimate Band.
Guitar Hero World Tour
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Even titles that usually appeal more to hard-core gamers are getting warmer welcomes in family rooms, to the actual dismay
of Rick Reynolds, producer of the Conan game series. In spite of the game's "mature" rating, The Age of Conan sold so well
at mass-market retailers from the first day of its release, it has Reynolds wondering just who is buying the game and why
it has migrated away from specialty retailers and hard-core gamers.
"This is not a normal pattern, serious gamers don't buy their games at [mass]," he said. Nevertheless, Reynolds is retooling
its marketing for the mass market for future releases.
Virtual worlds are getting more robust with places like Sims welcoming branded content and increasing licensing agreements
with names like H&M and Ikea. Sony is beta testing—with plans for a fall expansion—PlayStation Home, a virtual environment
that a Sony representative described as "a highly customizable environment, almost like Second Life with a purpose."
