The Electronic Entertainment Expo just wrapped, having taken over downtown Los Angeles with its annual slate of models, costumed characters, and jumbo props mingling among tens of thousands of high-energy attendees. E3, as it is known—the massive, buzzy trade show for the computer entertainment industry—officially took place Tuesday through Thursday at the Los Angeles Convention Center, with Sony and Microsoft kicking things off early with press events on Monday. Owned and operated by the Entertainment Software Association, the trade-only show drew video game industry folks, plus media and industry analysts from more than 80 countries for the splashy, visual, interactive program.
The slate of happenings included video game unveilings, demos, and announcements live on the show floor, plus press conferences from major hardware and software publishers, including Electronic Arts, Microsoft, Nintendo of America, and Sony Computer Entertainment America.
Here's a look inside some of E3's visually impactful events and exhibits, including Microsoft's Monday Xbox 360 briefing, and splashy show floor exhibits like Ubisoft's and Disney's.
Photo: Nadine Froger Photography
Microsoft Xbox 360 Press Briefing
Zed Ink produced Microsoft's E3 Xbox 360 media briefing. This year's event was at the Galen Center, with seating for 3,600 broadcast, print, and online press, as well as partners, developers, and the Xbox fan community. Mark Harper, Craig McNary, Michael Cole, and Beth Honebrink of Microsoft's experiential marketing team oversaw the event.
Photo: Nadine Froger Photography
Microsoft Xbox 360 Press Briefing
The Microsoft sound system had more than 250,000 watts of amplification, with Zed Ink using more than 90 speakers in the room and more than 120 inputs feeding its digital mixing consoles.
Photo: Nadine Froger Photography
Microsoft Xbox 360 Press Briefing
The 16 live demos, presented by 38 developers and guests, included controller and voice-controlled battles, dance performances, sports, interactive play, and a lightsaber battle.
Photo: Nadine Froger Photography
Microsoft Xbox 360 Press Briefing
The Microsoft set had three functional demo stages and an eight-screen array consisting of a center 40- by 22.5-foot high-definition screen, flanked by seven LED screens on the sides and below. Each presenter and demo triggered a complete environment change, with original animations measuring nearly 3,000 pixels across by 900 pixels high.
Photo: Nadine Froger Photography
Microsoft Xbox 360 Press Briefing
Microsoft executives shared the stage at the briefing with top executives from Ubisoft, Electronic Arts, and other companies, as well as celebrities like Gears of War cast member Ice-T. The production was broadcast live and commercial-free on Spike TV, simulcast to Times Square, and streamed online.
Photo: Nadine Froger Photography
Disney Interactive Media Group Exhibit at E3
Disney Interactive Media Group secured a dramatic, 15,000-square-foot exhibit space at E3.
Photo: Nadine Froger Photography
Disney Interactive Media Group Exhibit at E3
Disney's booth was designed to reflect a lifestyle approach that simulated how guests connect with Disney entertainment in their own communities, wherever and whenever they play.
Photo: Nadine Froger Photography
Disney Interactive Media Group Exhibit at E3
Games such as Disney Universe and Phineas & Ferb: Across the 2nd Dimension were presented in environments dubbed "home" and "fun zone."
Photo: Nadine Froger Photography
Disney Interactive Media Group Exhibit at E3
In addition to at-home-style experiences, among Disney's many environments was a coffeehouse (which offered free coffee for weary showgoers) for social games like Gardens of Time and City of Might. Handheld and mobile games such as The Incredible Machine, Lady Gaga’s Revenge: Born This Way, and Jelly Car 3, were highlighted in an outdoor park setting.
Photo: Nadine Froger Photography
Disney Interactive Media Group Exhibit at E3
The many environments within Disney's booth included multiple levels, interactive experiences, entertainment, and lounge seating.
Photo: Nadine Froger Photography
Disney Interactive Media Group Exhibit at E3
A variety of entertainment was on hand at Disney's exhibit. Mash-up artist DJ Earworm entertained the crowds with Disney music, film clips, and Disney Universe costumed characters and worlds. Phineas & Ferb show creators, Dan Povenmire and Jeff "Swampy" Marsh, appeared onstage, answering audience questions and signing key art from the video game for a long line of fans. Disney fans also lined up for Phineas & Ferb sketch artists, Greg Guler and Kyle Menke, who provided character sketches from the TV series.
Photo: Nadine Froger Photography
Ubisoft Exhibit at E3
For the third consecutive year, Ethos Design produced Ubisoft's splashy exhibit. ShowPro oversaw the audiovisual production and lighting.
Photo: Nadine Froger Photography
Ubisoft Exhibit at E3
Ethos's immersive environments showcased Ubisoft’s high-end games for 2011 and highlighted the 25th anniversary of the company.
Photo: Nadine Froger Photography
Ubisoft Exhibit at E3
Ubisoft's booth sprawled over multiple levels and open spaces.
Photo: Nadine Froger Photography
Ubisoft Exhibit at E3
Armen Gharabegian was the Ubisoft booth's lead designer. The booth included high-tech elements and futuristic seating in its look.
Photo: Nadine Froger Photography
<span style="font-style: italic;">Forza Motorsport 4</span> Party at L.A. Live
The Forza Motorsport 4 influencer party took place at the Event Deck at L.A. Live to celebrate its fall release amid the buzz of E3. Zed Ink was the creative and production agency. ID and Cornerstone were behind auto PR, as well as securing and managing talent.
Photo: Nadine Froger Photography
<span style="font-style: italic;">Forza Motorsport 4</span> Party at L.A. Live
About 700 media people, celebrities, and car enthusiasts came out for the evening hosted by M.C. Tommy Kendall of Top Gear.
Photo: Nadine Froger Photography
<span style="font-style: italic;">Forza Motorsport 4</span> Party at L.A. Live
Guests played the game while surrounded by 18 hot rods, racing cars, and exclusive-release vehicles. Along with the limited-edition display vehicles, guests had the opportunity to show off their tricked-out vehicles.
Photo: Nadine Froger Photography
<span style="font-style: italic;">Forza Motorsport 4</span> Party at L.A. Live
Travis Barker, Mix Master Mike, and DJ Skee performed live, and a celebrity appearance by the Stig of Top Gear America elevated the competitive spirit of the Top Gear racing challenge held throughout the evening. Partners for the event included Pirelli, Alpinestars, Red Bull, and Meguiar's.
Photo: Nadine Froger Photography
<span style="font-style: italic;">Forza Motorsport 4</span> Party at L.A. Live
Overseeing the Forza Motorsport 4 party was Microsoft Interactive Entertainment Business experiential marketing team, including Mark Harper, Craig McNary, and Beth Honebrink.
Photo: Nadine Froger Photography
<span style="font-style: italic;">Forza Motorsport 4</span> Party at L.A. Live
In addition to Top Gear, partners for the event included Pirelli, Alpinestars, Red Bull, and Meguiar's.
Photo: Nadine Froger Photography
Trion Exhibit at E3
Trion's exhibit showcased MMOG games like End of Nations, Risk, and Trion and Syfy’s new TV and video game brand Defiance, which debuted at the show. It was the first time ever a TV show and video game company launched a brand collectively.
Photo: Courtesy of Freddie Georges Production Group and Jaime Padget
Trion Exhibit at E3
For the Trion End of Nations MMOG game, the Freddie Georges Production Group curved the demo area so it seemed both intimate and open for players getting their first hands on the video game play. Trion director of corporate communications Katie Uhlman oversaw the project, working with the Freddie Georges for the production, design, and management.
Photo: Courtesy of Freddie Georges Production Group and Jaime Padget
2K Games Exhibit at E3
Freddie Georges produced, designed, and managed this booth showcasing the throne for character Duke Nukem, who introduced the Duke Nukum Forever video game in this franchise. 2K Games senior vice president of marketing Sarah Anderson oversaw the setup.
Photo: Courtesy of Freddie Georges Production Group and Jaime Padget
<span style="font-style: italic;"> Prime World </span>Launch Party
New game Prime World hosted its launch party at Groundfloor Gallery during the E3 festivities. EventsByFabulous created an atmosphere that mirrored the high-tech feel of the convention with an array of monitors displaying highlights from the game and animated sponsor logo clips.
Photo: Andrew Herrold
<span style="font-style: italic;"> Prime World </span>Launch Party
Guests, adorned with branded glitter tattoos, snacked on bites from the Komodo food truck and danced to DJ Taryn Manning. Specialty cocktails came from Stander and Devotion Vodka.
Photo: Andrew Herrold
