You don’t need to host a live press conference to have a successful E3.
This isn’t a stance one would have taken last year, though. To call Nintendo’s E3 2013 presentation odd would be a bit of an understatement. Not only did their stream suffer from stability issues, but they also recapped everything during a small press briefing. To be honest, I’m not sure why they just didn’t record the (again, really, really small) press briefing since it, again, went over all of the same stuff. Nintendo was rightfully questioned on their E3 2013 delivery, a lesson they apparently learned for 2014.
More importantly, though, they’ve also learned how to use digital events to their advantage.
It’s been several years since Nintendo started airing their Nintendo Direct videos, and the differences between then and now are like night and day. The company’s digital events have continued to impress more and more, undoubtedly climaxing with their E3 2014 performance. If a Nintendo Direct that takes place in, say, October is just “normal,” then it’s safe to call an E3 Digital Event “extra special.” There was no mistaking it, either.
But it’s important to realize that pop-culture and humor isn’t what makes a video special. It’s the content that truly matters. Nintendo has found a way to make their games stand out during these video events by seamlessly combining talking points, footage, and developer commentary. No pauses for stage introductions here, folks.
At the end, that’s what matters the most: no pauses. The sign of a well-oiled machine is its ability to run smoothly. That’s what Nintendo’s digital events have become: a well-oiled machine. Like other live press conferences, they start with an agenda and a script. That’s where the similarities end, though. Nintendo is able to go back and make sure each bit is shot to their exact specifications. You can’t edit live, on-stage presentations. You live with the good and the bad with the live medium. In the digital platform, however, you live with a kung-fu battle between Reggie and Iwata.
