E³ Uncovers New Games, Covers Models

By Margo McCall -- Tradeshow Week, 5/22/2006

LOS ANGELES—The May 10–12 E³/Electronic Entertainment Expo featured the same crowds of eager gamers willing to spend hours in line to get their hands on the latest videogames and consoles. But a few things were noticeably different.

This year's gathering at the Los Angeles Convention Center marked the Entertainment Software Assn.'s first since taking show operations back in-house after VNU Expositions' three-year run as its co-management firm.

The changing of the guard prompted the association to make some adjustments to its 12-year-old show. Although it still featured the traditional pre-opening media day and ESA President Doug Lowenstein's pre-show briefing and breakfast, for the first time, media and preferred buyers were allowed free run of the showfloor two hours before the crowds descended.

Another noticeable change was the absence of exposed flesh. Earlier this year, ESA enacted a $5,000 fine for violation of its longtime prohibition on "sexually explicit and/or sexually provocative" materials, including human models. The same fine was added to the sound policy, intended to keep the games' bangs and pounding booms below ear-splitting decibel levels.

The threat of fines appeared to have made a difference. People could hear each other speak on the floor. And largely absent were the scantily clad game characters who used to troll the aisles, enticing young, male customers to try out new games or get their pictures taken.

Female booth workers, for the most part, wore polo shirts or company uniforms.

And according to Robin Austin of Ion Video Games, they "seemed to know more about the products" than they did last year.

Although Dodge's booth attendants wore camouflage micro-minis practically the size of Band-Aids, the women posing in photos at the Conan game exhibit wore demure Roman-style sheathes with respectable hemlines and pendants strategically placed to hide cleavage.

Few seemed to miss the skin. "If you're serious about the industry, you're not here to look at the women. You're here to look at the games and new technology," said Lee Cieniawa, a writer for Canadian gaming Web site Armchair Empire.

Longtime show attendees Max Ancar and Seth Aston, both of Sony, agreed. "It needed to happen. You have to grow up as an industry if you want to be taken seriously," Ancar said.

Martin Sharpe, owner of a U.K.-based game retailer, said he was definitely more interested in the games than in half-dressed models. "Each time I walk through the door, I'm just blown away. The shows we have in Europe are very poor," said Sharpe, who credits E³ for his most prized business contacts.

But the youngish, mostly male crowd did sport some dissenters. "They should leave our world alone," declared Ian Yancy of game maker Square Enix.

GameSpot store general manager Elsa Wai pointed out that the nearly naked characters "are still in the videogames" even if they aren't at the show.

Seriousness was also stressed by Lowenstein in his briefing. "Clearly, this is an industry about a lot more than fun and games. It's a serious business that improves training, efficiency and productivity in a variety of industries and has led to innovation in other segments of the technology industry."

He added that video games help the country maintain its leadership in information technology and are an important key to its economic future. In a nod to the industry's growing importance, Microsoft Chairman Bill Gates made his first appearance at the show.

Media attendees seemed to appreciate the exclusive earlier exhibit hours, which allowed them to take pictures, shoot footage and try out the hottest games in a relaxed, less crowded atmosphere, while hordes of gamers jostled outside the exhibit hall doors, waiting for the 11 a.m. opening.

Mary Dolaher, ESA vice president of tradeshows and events, said response to the changes was overwhelmingly positive. The early-access plan was particularly applauded, she noted, and not one fine had to be levied for a violation of the sound or dress codes.

Show management scrutinized costumes before issuing show badges to models. And about 20 spotters were employed to check for scofflaws. "It really was a lot of work, but it was so worth it," Dolaher said. "People wanted this to be seen as a show where business is getting done."

One thing the early access didn't change was the long line snaking around the Nintendo booth, with media waiting as much as an hour for a chance to experience Wii (pronounced "we"), a new console that is expected to appeal to gamers and non-gamers alike. In years past, during the show's regular hours, the wait for other high-profile consoles and products stretched more than three hours.

The moment the exhibit floor opened, crowds frantically streamed to the Nintendo booth, hoping to get a choice spot in line. "It was like a dam breaking. The crowd was pushing us forward," said one attendee.

Strategy appears to be just as important in navigating E³ as in mastering an interactive game. Some spend the first day getting a feel for the show, and come back early on subsequent days to get a premium spot in line.

Jason Thanes, a concept designer for Structure Studios, and colleague Manuel Barajos, a game tester, have both been attending E³ since they were 18 — long enough to realize that Nintendo's booth seems designed to maximize the length of the line.

E³, an offshoot of Intl. CES, is scheduled to run at the L.A. venue until 2012. The show normally draws about 70,000 attendees to more than 400 exhibits spanning a 540,000 net square foot showfloor. Booth sizes are capped to prevent any one game or hardware company from dominating the show. The 2005 edition of E³ ranked No. 31 on the Tradeshow Week 200.