However, this year it seems that every major developer and publisher was determined to re-kindle that old spark the event used to have, and across the board triumphantly accomplished just that with an E3 filled with the usual great game announcements, but bolstered by one time only events like Microsoft’s follow up to the “Xbox One” debacle, Nintendo’s rebellious direct service announcements, and of course the true reveal of the PS4.
Ultimately, like so many E3s, it would be the announcements of the “Big 3” that stole the show, and are still on the lips of gamers worldwide. Now that the presentations are done though, how did the world’s largest game companies fare at the most publicized video game event in the world? Well, let’s start with…
Microsoft
Microsoft had a lot of explaining to do after a reveal of the Xbox One that emphasized multimedia capabilities over gaming, as well as invoked the dreaded ideas of used game restrictions, and mandatory internet connectivity, that generally left a lot of people feeling pretty irate, and unsure of the future of the system.
While there were many ways to go about this, they made the somewhat interesting decision to go out on stage, drop a turd, hang a $499 price tag on it, and exit stage left.
It’s not that the presentation wasn’t better than the reveal, it certainly was, but even though they did things like focus on major gaming announcements over any media aspects, it seemed even the best announcements came with a catch. A good example is the return of “Killer Instinct,” in the form of a free title. While it should have been an untainted glorious moment of shock and hype, even that was watered down by the reveal that you can only play as one character on the outset, unless you paid into the game’s freemium model. As for major reveals and unique announcements, they were few and far between, and did little to excite.
More than any individual announcements though, it was the greater ideas that hindered Microsoft and the Xbox One. Try as they might they couldn’t escape the stench of bullshit that lingered well after every mention of used games restrictions, online connectivity, and even ideas which challenge the very notion of game ownership itself. As a result, there was a certain tension surrounding the proceedings that prevented even the most exciting announcements from drawing more than the odd applause here and there. It was uncomfortable to watch at its best, and embarrassing at its worst.
Yet I can’t give Microsoft failing marks. Like it or not, they have created a system that addresses issues in the industry from a business perspective, and even though they are horrible, dreadful, just plain awful ideas for consumers, they are at least original approaches to creating a system. But despite the fact no one can accuse Microsoft of playing it safe, there’s also no conceiving the argument that says they played it smart, or even intelligible.
The last several years of gaming have taught us that there are quite a few ways to make a gaming announcement.
For instance, you can bring out a bunch of awkward presenters who sound like they’ve only seen a video game as a word atop an earnings report, you can hire a bunch of celebrities to shamefully shill your product, you can insert enough cheap jokes and crowd pop attempts to make pro wrestling blush, and of course you can overspend on the presentation to compensate for your drastic under planning on the actual execution.
In unveiling their new console today, Microsoft pulled out all of these, and more. Of course, we should have anticipated this as soon as we heard the name of that console, the Xbox One, which displays as much creativity as any of those mentioned techniques.
Putting aside the fact that Microsoft is comfortable naming their console of the future after a term used when people are specifying the original Xbox in conversation, the actual hour long unveiling that would follow was a jumble of ideas that probably didn’t leave the punch in the gut impression that Microsoft had intended.
Now granted, there were a few moments of inspiration during the presentation, but most of them were centered around the initial demonstration of the Xbox One’s voice operated multimedia capabilities which, even though it was more of an extended demo of the new Kinect, was exactly the kind of thing that you expect from the next generation of gaming system.
From there though, things moved downhill. While aspects like the console’s bland looks, terrible, terrible name, and dull presentation style are ultimately trivial, what isn’t is the general impression that Microsoft is more interested in creating a multi-media device than they are a gaming system. This is evident in the lack of sufficient game announcements, dearth of in-game footage, choice to treat EA annual games like a big deal, and larger emphasis on getting RGIII and Steven Spielberg to cut promos over providing gamers with details like a price point (on Live and the console) or a solid release date.
Then again, the point is that the Xbox One doesn’t appear to be a gaming console as we’ve known it. While that could be a good thing in doses, and it’s obviously financially beneficial for Microsoft to focus on a multimedia device, if you’re a real gamer you’re probably still left shivering from that hour long cold shoulder.
Of course, realistically it is still too early to draw long term conclusions on the Xbox One, but the fact remains you only get one first impression, and the Xbox One’s first impression was not that of a confident gaming system. You could argue that Microsoft is saving all of that “game stuff” for E3, but as mentioned, that is a bloated and archaic institution, whereas this was the moment that Microsoft was supposed to have all to themselves.
It’s quite possible that what we’ve just seen is the inevitable future of the business of video games. If it really is all about figures and market shares though, then Microsoft will do well to take notice of the rise in Sony’s stock shortly following the Xbox One announcement not as an apparition, but as a clear message of the dangers, and benefits, of first impressions and that this is a true make or break system for the Redmond institution that shows they cannot afford to rest on their laurels, and come out with many more major whiffs, as they did today.
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