Scenic

The Xbox E3 media briefing took to the Galen Center, with an attendance of more than 3,000 people, including broadcast, print, and online press, as well as partners, developers, and fans. The program was broadcast live and commercial-free on Spike TV, as well as streamed online and through the Xbox console via Xbox Live. At the center of the space was a 35-foot-wide high-definition projection screen flanked by five LED screens varying in shape and size, 11 high-definition plasmas, and a surrounding LED surface more than 10,000 pixels wide, for a total of 1,000 square feet of video screen. A curved floor LED screen that pushed the content into the audience, 300,000 watts of amplification, 120 speakers, and 510 lighting instruments contributed to the creation of a fully immersive experience.

Microsoft executives presented new content and announcements, while developers from Ubisoft, Capcom, Treyarch, and other studios showcased live demos, exclusive videos, and new developments in gaming, entertainment, and fitness. Presenters included top executives from Electronic Arts and Nike, plus Joe Montana, Trey Parker and Matt Stone, and a surprise performance by Usher in celebration of Dance Central 3. Zed Ink was the experiential marketing agency executing the creative and production for the event, collaborating with the Xbox Global Marcom team, led by Mark Harper, Craig McNary, Michael Cole, and Beth Honebrink.

One of the most exclusive parties of E3, the “E312 Halo 4” reception transformed the historic Exchange L.A. building with the look of an otherworldly, 26th-century starship interior, straight from the latest release in the Halo series. The reception included exclusive gaming that gave fans and members of the media a glimpse into the blockbuster title that will launch this fall. Themed food and drinks included “Dewey Decimators,” “Guilty Sparks,” and “Smorbs.” A Spartan-themed mission-control station was anchored by futuristic pops and galactic ephemera. Zed Ink was the experiential marketing agency executing creative and production for the event, with April McKee and Beth Honebrink from the Xbox Global Marcom team.

With the downtown skyline as the backdrop, the Visionary Group produced GameSpot's annual E3 Hotspot event at the Standard hotel rooftop. Branded tabletops with the customized GameSpot caterpillar logo topped each cocktail cube accompanied by branded bolster pillows for lounging. Bright summer flowers atop tables nodded to the colors from the logo, as did pops of color from the existing furniture.

For the first time ever in Los Angeles, Continuum Entertainment Group, is producing the Hawken (Game) Haven at E3. The inaugural event during the expo includes daytime and nighttime programming.

The event provides guests an exclusive chance to experience the anticipated Hawken game. The patio hosts a daily happy hour with appetizers and signature cocktails by El Cartel tequila, Svedka vodka, and Singha beer. The nighttime parties included live musical performances from Mix Master Mike of the Beastie Boys presented by Machinima on Tuesday. BlackBook magazine presented Wednesday's festivities to celebrate the launch of its June/July issue.

Disney Interactive's exhibit included a water bar, an homage to its mobile app called "Where's My Water?"

Disney Interactive's layered booth promoted Disney Epic Mickey: The Power of 2. Custom Oswald ears were also available with guests' names embroidered on the spot in the booth.

A dark promotion for Resident Evil 6 used attendees' photos in mock missing posters.

Sony Playstation's packed exhibit had a glowing blue floor underfoot.

Xbox's Dance Central 3 area drew full-contact attendee participation.

Microsoft rolled a tank-like prop onto the L.A. Convention Center floor as part of its E3 exhibit showing off Halo 4.

Nintendo's booth had a whimsical, cartoonish look and feel.

A burned-out-bus prop served as a grisly gaming station for demos of Spec Ops: The Line.

Even a staircase was fair game for bold branding at the convention center.

Activision made use of a massive, sprawling screen as part of its exhibit.

Square Enix's towering booth drew eyeballs with a bold, red, multilevel structure.

Target brought a "recharge station" to the L.A. Convention Center that offered complimentary water, snacks, and power—fuel for both attendees and their technology.

Air Dimensional Design's new Tentations fabric structures