BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Venues & Destinations
  2. United States
  3. Orlando / Central Florida

Looking Back at E3: 10 Ideas From the Splashy Video Game Expo

Anna Sekula
June 4, 2012

The Electronic Entertainment Expo—better known as E3—brings big-name video game companies like Activision, Disney, Microsoft, and Ubisoft to the Los Angeles Convention Center every year. Here's a look at some of the splashy, tech-filled exhibits and press briefings that brands have produced over the years.

Disney Interactive Studios Exhibit 2010
Disney Interactive Studios Exhibit 2010

Disney Interactive Studios contracted Greco Decor for art direction and booth production for its exhibit in 2010 and a striking, larger-then-life structure called attention to Disney's title Tron: Evolution. Built as a series of illuminated letters spelling out "Tron," the platform included gaming consoles and stood next to a full-size lightcycle model.

Photo: Nadine Froger Photography
Microsoft Xbox 360 Press Briefing 2011
Microsoft Xbox 360 Press Briefing 2011

Known as one of the larger, more visually impressive events during the Entertainment Software Association's buzzy trade show, Microsoft's press briefing for its Xbox console regularly involves an immersive stage. Last year the show produced by Zed Ink and overseen by Microsoft's experiential marketing team had three functional demo stages and an eight-screen array with a central 40- by 22.5-foot high-definition screen. Held at the Galen Center, the gathering offered seating for 3,600, had a sound system with more than 250,000 watts of amplification, and was broadcast live and commercial-free on Spike TV, simulcast to Times Square, and streamed online.

Photo: Nadine Froger Photography
Trion Exhibit 2011
Trion Exhibit 2011

In 2011, a curved structure created by the Freddie Georges Production Group for the Trion End of Nations MMOG game gave the demo area an intimate and open feeling for players. Elsewhere in the exhibit were showcases for Rift and Trion as well as Syfy's TV and video game brand Defiance.

Photo: Courtesy of Freddie Georges Production Group and Jaime Padget
Disney Interactive Media Group Exhibit 2011
Disney Interactive Media Group Exhibit 2011

A dramatic 15,000-square-foot section housed the exhibit from Disney Interactive Media Group in 2011. Designed to simulate how consumers connect with the entertainment products in different situations, the booth was divided into environments styled after kitchens, living rooms, outdoor parks, and other settings. There was also a coffeehouse that offered coffee and entertainment provided by mash-up artist DJ Earworm, costumed characters, and Phineas & Ferb sketch artists, Greg Guler and Kyle Menke.

Photo: Nadine Froger Photography
2K Exhibit 2010
2K Exhibit 2010

Stylized sets also dominated the look of the 2K exhibit in 2010, a booth produced and built by Freddie Georges Production Group. The different areas were designed around the genre of each title showcased, including a sports bar for sporting games, a theater for reimagined '90s strategy game X-Com, and a fairgrounds-like set up for New Carnival Games.

Photo: Courtesy of Freddie Georges Production Group
Target "Bullseye Lounge" 2010
Target 'Bullseye Lounge' 2010

The retailer carved out a section of the Concourse Hall Foyer for its effort in 2010 and dubbed it the "Bullseye Lounge." Produced by Caravents, the space included a 20-foot video wall that showed a loop of logo-inspired graphics, gaming trailers, and guests photos, as well as booths for playing Ubisoft games.

Photo: Line 8 Photography
Ubisoft Exhibit 2009
Ubisoft Exhibit 2009

Under lead designer Armen Gharabegian, Ethos designed, engineered, fabricated, and built the massive 150- by 100-foot two-story booth for Ubisoft in 2009. Housed inside were private meeting rooms insulated from the show floor, curvilinear structures for gaming stations with an open flow, and a full-scale theater and lounge.

Photo: Nadine Froger Photography
GameSpot Exhibit 2009
GameSpot Exhibit 2009

Before E3 offered a virtual platform that gave consumers a look inside the trade-only show, GameSpot had live-streaming video of every major press conference, plus continuous coverage of the latest game releases, news, and interviews with industry folks from the stage in its west hall booth in 2009. Freddie Georges Production Group produced, designed, and executed the setup, which put a news desk on an elevated platform backed by yellow plexi wall that revealed the show floor behind it.

Photo: Christophe Wu for BizBash
MTV Games Exhibit 2009
MTV Games Exhibit 2009

To promote the forthcoming release of The Beatles: Rock Band game, MTV Games created a booth for the 2009 expo that was designed to evoke the Fab Four’s storied Abbey Road Studios. The façade came complete with window box planters and blinds inside windows, plus a faux striped sidewalk in front. Inside the structure produced by Premier Displays & Exhibits, the brand did demos of the game.  

Photo: Christophe Wu for BizBash
Warner Brothers Interactive Entertainment Exhibit 2009
Warner Brothers Interactive Entertainment Exhibit 2009

Filled with props and separated into thematic areas to highlight key titles, the 10,000-square-foot booth from Warner Brothers Interactive Entertainment looked more like a studio lot than an exhibit. Freddie Georges Production Group created sets such as a destroyed playground to evoke scenes from a F.E.A.R. game, and a Batmobile for Batman: Arkham Asylum, fabricating many items from scratch for the 2009 show.

Photo: Christophe Wu for BizBash
Latest in Orlando / Central Florida
The Dalí Museum
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Spring 2025 Meetings and Events
Moxy St. Petersburg Downtown
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2024 Meetings and Events
Hotel Landy
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Summer 2024 Meetings and Events
The Acre Orlando
Orlando / Central Florida
11 New Venues in Orlando/Central Florida for Spring 2024 Meetings and Events
Related Stories
E3's annual spectacle brings tech-heavy events, exhibits, and press conferences to downtown L.A.
Strategy
E3 Preview: Giant Gaming Show Has Virtual Platform, Map App
The WhirlyDome on International Drive has two courts for WhirlyBall, a game that involves players shooting a ball into a net while riding in bumper cars.
Orlando / Central Florida
WhirlyDome: Entertainment, Eats, and Event Space on International Drive
Sponsor SeaWorld Orlando brought a mermaid to greet guests in the foyer at the Waldorf Astoria Orlando. The park also brought penguins, stingrays, and small mammals to entertain attendees.
Orlando / Central Florida
Better-Than-Expected Growth Forces Redesign of Layout, Menu at Runway to Hope Fund-Raiser
Sasplitsville 10 14 11 1png
Orlando / Central Florida
Orlando Venues
More in Orlando / Central Florida
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Spring 2025 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
The Dalí Museum
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Moxy St. Petersburg Downtown
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Summer 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Hotel Landy
Orlando / Central Florida
11 New Venues in Orlando/Central Florida for Spring 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
The Acre Orlando
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Fall 2023 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Beacon
Orlando / Central Florida
7 New Venues in Orlando/Central Florida for Summer 2023 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Delta Hotels Orlando Celebration
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Sports
Fanatics Fest 2025: This Mega Celebration of Sports Fandom Returned For a Bigger, Bolder Second Year
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Orlando / Central Florida
8 New Venues in Orlando/Central Florida for Spring 2023 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
New York Beer Project
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2022 Meetings and Events
Take a look at these noteworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Sterling Event Venue
Orlando / Central Florida
5 New Venues in Orlando/Central Florida for Summer 2022 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
HAVEN Kitchen and Lounge at Lake Nona Wave Hotel
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Spring 2022 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces and more recently opened in Orlando/Central Florida.
AVA MediterrAegean
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2021 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces and more recently opened in Orlando/Central Florida.
JW Marriott Tampa Water Street
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Summer 2021 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces and more recently opened in Orlando/Central Florida.
The Monroe Orlando
Page 1 of 67
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.