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  1. Production & Strategy
  2. Event Management

E3 Photos: Xbox's High-Tech Press Conference, Buzzy Reception for 'Halo 4,' Target's Recharge Bar, and More

Alesandra Dubin
June 7, 2012

E3, the common name for the Entertainment Software Association's massive Electronic Entertainment Expo, wraps today at the Los Angeles Convention Center. Although the week started out with some bad news for the city of L.A.—that the show could relocate in 2013 if issues around the construction of the proposed Farmers Field and rebuilt convention center are not resolved swiftly—the show itself brought its annual big-time buzz.

The trade-only show was expecting a crowd of close to 50,000 game-industry folks, media, and industry analysts from more than 80 countries. In addition to exhibits, the slate of happenings includes video game unveilings, demos, and announcements live on the show floor, plus press conferences from major hardware and software makers.

Meanwhile, away from downtown L.A., consumers could get a peek at the show through E3Insider.com, which launched in 2011. The virtual platform, developed in cooperation with IDG Entertainment/GamePro Media, offered exclusive in-depth interviews, behind-the-scenes looks at the event, and previews of anticipated computer and video games. Also included are preshow coverage and a steady stream of exhibitors’ virtual-booth content.

Here's a look inside some of the show's biggest parties, press conferences, and exhibits, from the likes of Xbox, Disney Interactive, Gamespot, Target, Nintendo, and others.

2012 E3 Photos: Xbox Media Briefing
2012 E3 Photos: Xbox Media Briefing
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.
Photo: Nadine Froger Photography
2012 E3 Photos: Xbox Media Briefing
2012 E3 Photos: Xbox Media Briefing
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.
Photo: Nadine Froger Photography
2012 E3 Photos: 'Halo 4' Reception
2012 E3 Photos: 'Halo 4' Reception
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.
Photo: Nadine Froger Photography
2012 E3 Photos: Gamespot Hotspot Event
2012 E3 Photos: Gamespot Hotspot Event
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.
Photo: Courtesy of CBS Interactive
2012 E3 Photos: Hawken (Game) Haven
2012 E3 Photos: Hawken (Game) Haven
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.
Photo: Courtesy of Splash News
2012 E3 Photos: 'Hawken' (Game) Haven
2012 E3 Photos: 'Hawken' (Game) Haven
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.
Photo: Courtesy of Splash News
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Disney Interactive's exhibit included a water bar, an homage to its mobile app called "Where's My Water?"
Photo: Nadine Froger Photography
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
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.
Photo: Nadine Froger Photography
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
A dark promotion for Resident Evil 6 used attendees' photos in mock missing posters.
Photo: Alesandra Dubin/BizBash
E3 Show Floor
E3 Show Floor
Sony Playstation's packed exhibit had a glowing blue floor underfoot.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Xbox's Dance Central 3 area drew full-contact attendee participation.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Microsoft rolled a tank-like prop onto the L.A. Convention Center floor as part of its E3 exhibit showing off Halo 4.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Nintendo's booth had a whimsical, cartoonish look and feel.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
A burned-out-bus prop served as a grisly gaming station for demos of Spec Ops: The Line.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Even a staircase was fair game for bold branding at the convention center.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Activision made use of a massive, sprawling screen as part of its exhibit.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Show Floor
2012 E3 Photos: Show Floor
Square Enix's towering booth drew eyeballs with a bold, red, multilevel structure.
Photo: Alesandra Dubin/BizBash
2012 E3 Photos: Target's "Recharge Station"
2012 E3 Photos: Target's 'Recharge Station'
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.
Photo: Alesandra Dubin/BizBash
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