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TVTranscript
00:00It's a pleasure for me to be the first to welcome you to Los Angeles for what I'm sure is
00:05going to be quite an exciting week.
00:09It's a celebration of gaming.
00:13It's directly focused on video games. It's like a big toy box.
00:18It's like the Vegas Strip, like in a very small warehouse. Incredibly intense.
00:24And the moment of truth for developers.
00:26Our real challenge is to take gaming to a new level.
00:31Well, every industry needs a gathering point.
00:35E3 is kind of one-stop shopping as far as finding out what's going on in the industry.
00:40To go and see the bigger picture of this multi-billion dollar business is an important part of letting everybody
00:44know how serious everything is.
00:46What we're working on is very, very important.
00:48This is where the curtain rises.
00:50This is your moment. This is your opening. It's Broadway. It's opening night. And you're either hot or you're a
00:55flop.
00:55And where the curtain falls. This is the story of the gaming industry's biggest party.
01:00It's the story of E3.
01:06The E3 is clearly the Super Bowl, the Olympics, the World Cup, all rolled into one for the video game
01:12industry.
01:15Now you're a fuck.
01:31Now you're a fuck.
01:35Every industry needs a trade show.
01:37Greetings and welcome to the 1986 Winter Consumer Electronics Show.
01:41A place for vendors to meet with buyers.
01:44A place to decide which innovative idea will become a successful product
01:47and which will never see the light of day.
01:51As a fledgling medium, the video game industry had to live under the wing of an established conference.
01:56Historically, it had been part of the Consumer Electronics Show,
01:59the huge show held in Las Vegas every January.
02:03For a long time, the games business was an afterthought to the Consumer Electronics industry.
02:09So we were kind of a side show. We were P.T. Barnum off in a side tent.
02:13You know, they were always kind of in the worst pavilion.
02:15You had to like walk past all these car stereos to get to the games.
02:19It was cool when you went to it because you got to see all these new games,
02:21but you definitely didn't feel like you were the reason for the show.
02:26Now we have something very small.
02:29But treated very much as a stepchild, not as the showcase, the centerpiece.
02:32It's just amazing that technology can be put into this small box.
02:36The game industry had become an increasingly large part of the show.
02:40Thanks to some big games like Tomb Raider, which is first introduced to the public at CES.
02:46Tomb Raider was very much a hidden treasure.
02:48We went to the Consumer Electronics Show, and we had a full array of games,
02:54and one of them had to be Tomb Raider with this character, Laura Croft.
02:57And we displayed it, and the buzz was amazing.
03:01Literally, the game took off.
03:07The show was such an amazing event in terms of the game being so well received,
03:12that everyone started to realize, wow, there's an amazing game over at the Eidos booth.
03:15Like the swarm of bees, everyone kind of descended upon our booth,
03:19saw this amazing technology, true 3D environments,
03:22saw amazing animations, saw the first true female lead character in gaming.
03:30By 1995, game journalist Pat Farrell seized the need for a 100% game-only trade show,
03:36and quickly shops the idea around the industry.
03:39Pat Farrell was one of the very key people who helped create E3.
03:44He worked for a company called Infotainment World,
03:47which published a number of game publications,
03:49and they were real passionate about the industry.
03:55And the industry, frankly, felt that it had reached a point of critical mass
03:59where it could support a show of its own and deserved a show of its own.
04:02We formed a small group and sort of battled our way,
04:05hired some outside talent that was good at the show organization standpoint.
04:09We meet a couple times a year to talk over issues,
04:11but when we did launch the show,
04:13it turned out to be the most successful single opening
04:15of a new trade show in the United States history.
04:18In the spring of 1995, the very first E3 is held in Los Angeles, California.
04:24I remember I had plans to go to CES,
04:26and then Nintendo dropped out, and then Sega dropped out,
04:29and it was like, what's going on?
04:30And then there's this new game show.
04:32And I was like, ooh, what's this?
04:34Oh, it's in LA.
04:37The evolution of that, it was amazing how fast it happened.
04:39It wasn't like E3 had to go through a couple years before everyone accepted it.
04:42It was like people have been waiting for E3,
04:44and when it happened, they dropped CES like a stone and went straight to E3.
04:49In its inaugural year, nearly 40,000 people attend the expo.
04:54Highlights include the unveiling of the new Sony PlayStation and Sega Saturn consoles.
04:59So E3 was created to create a dedicated event that would highlight and showcase the best of interactive entertainment.
05:07I grew up wanting to go to CES, you know,
05:09reading about how CES was cool and how all the new games were showing off at CES,
05:12and I dreamt about going, and then I finally got to go to CES once.
05:15Then all of a sudden, the next year, it was like, oh, now there's this thing at E3.
05:18And I'm like, well, all right.
05:19For us to split off and make our own show,
05:24it was a bold statement for video games and where video games were going at the time.
05:29And to be able to go someplace and have video games be the focus
05:32and not be kind of shoved off in these tents off the side of the real convention
05:36was really important for us at that time.
05:38I think that was big.
05:39Great!
05:40It's the best ever!
05:42Yeah!
05:42The gaming community embraces E3 as its very own,
05:45and it soon becomes the heartbeat of the industry.
05:48But it's not all business.
06:01In the spring of 1995, the debut of the very first E3 in Los Angeles
06:06is by all accounts a huge success and a great time.
06:09The first E3, like, I was actually still working at a,
06:12I wasn't at a game magazine yet.
06:14I was, like, the gaming editor at a Macintosh magazine,
06:16and I walked in there.
06:17You walk through the doors,
06:19there's tons of noise coming out of all the booths.
06:25There's tons of lights, there's characters walking around,
06:28and everybody looks excited,
06:30and everyone's excited to see the brand new stuff.
06:32I didn't have any OSHA regulations about noise at that time.
06:36And so, or they didn't enforce them.
06:38So you walked in,
06:39and it was just like your eardrums started to hurt.
06:43You know, just, like, flashing lights.
06:47You know, it's kind of trite to say it's like a drug experience,
06:49but it was.
06:50I've never done LSD or whatever,
06:52but it's probably what it's like.
06:53Just, like, it was incredibly intense.
06:56In 1997, E3 changed locations,
06:59a move not popular with gamers.
07:01E3 was in Atlanta for a little while,
07:03and everybody complained,
07:04and I moved back to L.A.
07:06After two years, E3 came back to Los Angeles,
07:09and attendance increased to over 60,000.
07:14Nearly 145 million people play computer and video games.
07:18Stakes are high,
07:19and game companies spare no expense,
07:21pouring hundreds of thousands of dollars into booths.
07:24Obviously, the money has grown.
07:26The big ka-ching-ka-chang.
07:27How many people are here to see the games?
07:30Yeah!
07:31People are spending more money on the booths.
07:34People are spending more money on the parties.
07:36People are spending more money on the booth babes.
07:38It's all about the money now,
07:40and it's all about getting that game into the store
07:42to please all the retailers and the press,
07:45and to make an impression.
07:46And that's why to be the game of the show at E3
07:49is a big, big deal these days.
07:53And the companies that exhibit here
07:55are dedicated to creating a presence
07:57that showcases their product,
07:59but also engages and entertains people,
08:02and it's the only trade show like it in the world.
08:04Nearly 600,000 square feet of the convention center
08:07is filled with what's new,
08:09what's hot,
08:11and what hopefully will sell.
08:13All right, step right up.
08:15We need four more players.
08:17More commerce and promotion take place during E3
08:19than any other time.
08:20All right, we have some winners. Congratulations.
08:24One of the biggest things that I remember from E3
08:26is when Sega showed the Dreamcast.
08:29And I think that was a huge, huge deal for a lot of people
08:32at E3 to show what their game plan was,
08:34what they got coming out.
08:37Then as I went to other ones,
08:39you know, the PS2 launch is very exciting.
08:45GameCube launch was very exciting.
08:53And to see that rise and fall of hardware,
08:56things like that, it was pretty fascinating to me.
09:00Yet there are always some surprises.
09:03Nintendo had a press conference at the start of E3
09:05to unveil our lineup of games,
09:06and it was packed with about 1,000 journalists
09:08from around the world.
09:09Ladies and gentlemen, please welcome
09:11Nintendo Sports, Shigeru Miyamoto.
09:15We had Mr. Miyamoto come out from the back of the audience
09:17to showcase his new game, Super Mario Sunshine.
09:20And the minute he appeared from the back of the house,
09:22you just saw the excitement on his faces.
09:25And the minute you see Mr. Miyamoto's smile,
09:27it's absolutely infectious.
09:30And it's just a happy crowd to see him come out
09:33and play his new game.
09:36You can't help but be just part of the excitement.
09:39So we're looking forward to Mario's misadventure.
09:45It's also a chance to check out the competition.
09:47Watch and learn something.
09:50I guess in terms of the games you get to see there,
09:52it's really cool.
09:53Because as a big video game fan myself,
09:55I love to see the up-and-coming games for the next year.
10:02It's just great to be able to try him out hands-on,
10:05to go and play him.
10:07To talk to the developers.
10:08That's probably the thing that I enjoy the most about E3
10:10is meeting other developers.
10:12We created technology that would allow us
10:13to get the most out of the PS2.
10:17It's part of the industry.
10:18It's an important part of the industry for marketing,
10:20for sales.
10:21PlayStation 2 worldwide shipments
10:24have now exceeded 30 million units.
10:28It's a lot of fun if you know how to approach it.
10:31And putting together a show of this magnitude
10:33is a challenge.
10:34I mean, there is so much activity that goes on
10:37during the E3 show.
10:39Between the lights, the sound, the video,
10:41we probably draw more power than, you know,
10:43most of the shows out there.
10:44In fact, LA Convention Center had to bring outside trucks in
10:47for, like, the last four because we draw so much power.
10:54For a few years ago, we had an exhibitor here
10:56who told me that they had more lights in their booth
10:58than the Rolling Stones had on their Steel Wheels concert tour.
11:02And for this trade show, it's the after-hours that has people talking.
11:08You're always on your feet for three days continuously,
11:10including a good part of the evening in many cases
11:12because they had advance every night.
11:16You're always on.
11:17You're always networking with everyone in the industry.
11:20How you doing?
11:21Cool.
11:21Cool.
11:22And that's really important.
11:23It's important to do that.
11:25Uh, parties are great.
11:28I certainly love the parties at E3.
11:32Well, a lot of the parties obviously turn pretty insane.
11:36That's right!
11:40You know, they border on, you know, they border on almost lunacy at times.
11:47And, uh, I think those are the ones that most people always stays in their head.
11:53After some of the parties in the morning, I'm...
11:57I, I, I, uh...
11:59I don't look forward to that part.
12:01But I look forward to the actual partying part
12:03and the doing business part.
12:04But the morning after, you know, I can do without a few of those.
12:08Space Station 2 has enhanced dear loved ones' lives, so...
12:14Some will do whatever it takes to get the attention of the game pressed,
12:18like Epic Games' Flippy D.
12:20I've been known to wear an occasional outfit here and there.
12:22There was a while there where I had a whole big, uh, pimp suit phase at E3.
12:26You know, I enjoy dressing up as a pimp, per se,
12:29in various, uh, purple suits, red suits, and whatnot.
12:32And, uh, people ask me, like,
12:34so, dude, what's with the suit?
12:35And I'm like, cause I can.
12:39I'm like, you know what?
12:40This is the, you know, when I go to a convention,
12:42I can actually dress up and, you know, wear something interesting
12:44and, and have fun with it.
12:46Why the hell not?
12:48And then there are the models.
12:51Every year there's hot chicks here at the show.
12:54I'm no one's honey boy, I'm not your honey.
12:57My mission is to attract the crowd.
13:01We are perfect in smiling.
13:04I'm not your honey boy, I'm not your honey.
13:06The whole booth babe phenomenon.
13:08I mean, don't get me started on that one, man.
13:11Hey, come pick up the snowboard again.
13:13Oh, it's fun.
13:15Hot wheel girls working hard.
13:18Yeah, I always do use this, this Eiffel Tower analogy.
13:21It's like, you know, when you go to France,
13:22you get your picture taken next to the Eiffel Tower.
13:24Why?
13:24Cause you're never near the Eiffel Tower.
13:29We had our first Tomb Raider model,
13:31her name was Rona Mitra,
13:33at the E3 show in 1997.
13:35And that was, to this day, in terms of fan interest,
13:38she's probably still the most beloved of all the models.
13:41Huge crowds around our booth,
13:42she's now gone on to be a movie star.
13:44It's fun, it's video games.
13:46But the event is not all fun and games.
13:58I came here because this is the most amazing show on earth.
14:02Although E3 has earned a reputation as a giant party for the game industry,
14:09it remains largely a business event.
14:12Let me first talk about the business of the interactive entertainment industry as a whole.
14:17E3 is extremely important for the business,
14:19from the press angle,
14:20from, you know, everybody kind of evaluating each other.
14:23Every game looks and plays best on Xbox.
14:27Film has the summer season,
14:29like you gotta go see the summer blockbusters, right?
14:31For the gaming industry, that's Christmas.
14:32More than 200 will be on store shelves this holiday season.
14:36You can see most of them at the show here this week.
14:40E3 taking place in May,
14:41it's the set up for the games that are going to be coming out for that holiday season.
14:44The buyers are there.
14:46You can't ignore the fact that the brick and mortar shops,
14:48Best Buy, Walmart and everything,
14:49they're still huge, they're huge players.
14:51You gotta get your game in those store shelves.
14:53Our perspective, the E3 really is all about
14:55positioning your game for release later in the year.
14:58And I mean, also for future years,
14:59really getting into the minds of the stores and sellers and everything else.
15:04The press part of it's important,
15:05but I mean, ultimately it's a retail business.
15:07And I think that's what a big part of E3 is.
15:10It's my pleasure to announce the world premiere of Dead or Alive,
15:14Extreme Beach Volleyball.
15:21It's an opportunity to kind of get some attention,
15:24raise our hand and say, yes, we're here,
15:26we have a new game coming out.
15:28And hopefully that will lead to more in-depth opportunities
15:30to demonstrate the game, to do press and interviews, etc.
15:35So E3 is kind of like a coming out party for a game.
15:42All right, good. That means you like it.
15:45Products these days tend to get built on 18 month cycles.
15:49So what you show at E3 on any given year will change year to year
15:52because you're in a different state year to year
15:55because of the offset of those cycles.
15:59So some years you're showing something very early.
16:01You're showing behind closed doors.
16:02You're not on the floor.
16:03Only very select press.
16:05Retailers are being able to see early stages of it.
16:07I don't think many of you are aware of it.
16:09It's a new breath of fire.
16:11This is kind of like a gathering of the clans.
16:13There aren't that many events during the year
16:15when you get to see everybody
16:16and you get to see what everybody's working on.
16:17We'll show you a little bit of the early content in the game.
16:19For us now at BioWare, a lot of our own products
16:21are downloaded at the various locations of our publishers
16:23and in our own booth as well.
16:25As I zoom in, you notice the cloth effects there.
16:29When we show off our games at E3,
16:31I always feel discouraged.
16:33No matter how good our game looks,
16:35we've been looking at it for months and months and months on end.
16:37So even if our game looks ten times better
16:40than everything else on the show floor, I don't see that.
16:42All I see is the flaws in our game.
16:45People come up and remind you,
16:46you're like, oh my God, the game looks amazing.
16:47You're like, you think so?
16:50People wind up digging the games,
16:51but E3 is such a mixed bag of emotions from that angle.
16:54Ladies and gentlemen, once again,
16:56if you will please take your seats,
16:57our program is about to begin.
16:59This is your moment.
17:00This is your opening.
17:01It's Broadway. It's opening night.
17:02You're going to read the reviews the next morning
17:04and you're either hot or you're a flop.
17:08Either way, it's a very, very important show.
17:12E3 is just this amazing ability to take like three days
17:15and go see everything.
17:16Suddenly feel like you've got like a handle
17:18on where the industry is going again
17:20and then get right back into your stuff.
17:22Every year, the convention hands out a best game award,
17:26which often translates into successful sales.
17:31I think that all game companies come to E3
17:34and they see it as a really critical event.
17:36You want to have a good showing.
17:37You want that buzz because that flows out of the show.
17:41It can give a huge lift off.
17:45The first time you see people seeing your game
17:47and you can stand about 20 feet back
17:49and people don't know you're there
17:50and you can just watch them play your game
17:52and watch them have fun
17:53and watch them not want to put down the hand controller.
17:56It's a very special feeling.
17:59It's like a big toy box.
18:00You get to see all these games everywhere
18:01that you just get to play them all.
18:03So it's a cool place to go to.
18:05There's so much to see.
18:06You can see them in their interactive form.
18:07You know, you're not looking at a magazine and a screenshot,
18:10you know, something static.
18:11You can actually do it and play.
18:13That's very valuable.
18:14And since its inception in 1995,
18:17E3 has grown to reflect the constantly changing consumer environment.
18:221,400 new products are shown
18:24and 60,000 retailers, developers, distributors, and media
18:28gather for three memorable days.
18:31The industry has evolved.
18:32We have cell phone games.
18:34We have PDAs, wireless games.
18:36We have online games.
18:38And as all those different technologies and platforms emerged,
18:43the show has evolved to reflect that diversity in the industry.
18:48Why don't we show the folks how this works?
18:50Sure.
18:51John, you got a color commentate for us?
18:53Yeah.
18:53You can't beat this, man.
18:55Football in May.
18:56Year-round football.
18:58And we are live, ladies and gentlemen.
19:01And by now, the joke is you need a golf cart
19:04to kind of get around and get from meeting to meeting over the course of three days
19:07and do all that you need to do.
19:08The noise level is much greater
19:11than it was before.
19:15You know you've been in a place where entertainment is rocking
19:18when you come into E3.
19:22Sensory overload.
19:23An exciting and enervating environment.
19:26Oh!
19:27Oh!
19:27Oh!
19:28Oh!
19:29Oh!
19:3292-yard kickoff return.
19:34Now you're talking.
19:36E3 means something different to everybody.
19:39And there's no denying that everybody wants a ticket in.
19:45E3 is kind of like one-stop shopping for what's going on in the industry.
19:49It's certainly gotten gigantic.
19:51Hi, Laura.
19:52What about your measurements?
19:54Ah, well, I've got to leave some suspense.
19:58It's kind of a reflection of how much energy and what's happening in this industry.
20:06I love going to the show.
20:08It's exciting and it's terrifying at the same time.
20:12This show has kept its focus.
20:14It is about games, first, last and always.
20:17You'll have to kind of check out the game.
20:19It's coming out on the 15th of November on the PlayStation 2 and the PC.
20:25What I love about E3 is it's our show.
20:29The energy is wonderful.
20:32It's loud.
20:37And even after nine years, I still feel special about that.
20:40We have one place that's about our industry, our games, our creative art.
20:46It's with the volume turned up all the way and the colors all saturated and the TV as bright as
20:51you can get it.
20:52But it's our show.
20:53And our announcement is that starting next year, in 2003, E3 will become a three-week show.
21:02And obviously I'm joking, so don't show up three weeks early next year.
21:07Unless you want to help set up boots.
21:13I'm a two-week show.
21:18And if you want to help set up boots.
21:18But if you want to help set us up, then we will be terrified.
21:25And you can't do this.
21:25I'm sorry.
21:26And if you want to help set up boots.
21:26With that, you can help set your own step.
21:27You can't do this.
21:28I am sorry.
21:30I can't do this here, you can do this.
21:32I can do that.
21:35I can do this.
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