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Mrak
Nov.7,2023
No content and no audience! Is there still a need for offline exhibitions? Recently, well-known game presenter "Geoff Keighley" discussed some aspects of this year's Gamescom in an interview with the media VGC. He stated that this year's Gamescom would not focus on announcing entirely new projects but instead would provide fans with the latest updates on some major upcoming games. At the event, we can expect to see the fresh faces of games like "Psychonauts 2" and "Black Myth: Wukong." Hosting a major event like this in Cologne, Germany, presents logistical challenges. This event is directly connected with participating game companies, and they have been working hard to find ways to create a synergistic effect. Geoff Keighley's remarks indicate that we shouldn't expect to see unreleased projects from major game companies at this year's Gamescom. With more and more companies absent from these events, the decline of offline game expos seems to have become an undeniable reality. In fact, signs of this decline were evident since E3 announced its cancellation. In the past, the COVID-19 pandemic was an excuse, but as more companies, particularly the "big three," distanced themselves from E3, the lack of content rendered the event pointless. Many believe that E3's downfall was largely self-inflicted, primarily due to exorbitant booth fees and a lack of diverse content. E3 relied on the nostalgia factor more than anything else. However, even if E3 "played itself out," other game expos haven't fared much better. The Summer Game Fest, touted as the successor to E3, had a wide array of participating companies, but many players found it unremarkable in post-event polls. Regarding the online showcases of the "big three" game companies, it's evident that the format was largely uninspiring, with fewer big announcements. Even the hype generated felt subdued compared to past years. The advent of the internet and the rise of social media have completely transformed the way games are promoted. Game marketing has shifted from grassroots and print media to the ever-expanding world of the internet. In the last couple of years, the impact of the COVID-19 pandemic has further accelerated the decline of game expos. In the late 20th century and the early 21st century, players had limited means to obtain information. Strategies and gaming news were mainly spread through word of mouth among players. Newspapers and magazines were essentially the sole sources of gaming information. Game expos, such as E3, Gamescom, Tokyo Game Show, and various international and domestic expos, became booming events during this period. However, with the rise and development of the internet, players' access to information expanded exponentially. Various media outlets and leaks from insiders made information readily available. During this time, offline expos became less important to players, who could now access the latest news conveniently and anytime. Given that offline expos lost some of their appeal, why not host exclusive online events instead? Creating one's online showcase is cost-effective and can attract a large audience. Apart from changes in game marketing, many game companies now opt not to participate in offline expos mainly to avoid direct competition. These expos run for a few days, and numerous game companies concentrate their promotions during this brief period. The intense competition is something they want to avoid. Additionally, a barrage of AAA game releases can lead to player fatigue, making it challenging to stand out. This is where the advantage of online showcases becomes evident. Players can choose to watch the showcases of the companies they are interested in, rather than being bombarded with content they might not be excited about. You might be thinking that offline game expos have become unnecessary, but that's not entirely true. They are continually evolving with the times. Post-pandemic, offline game expos have become more diverse, and the objectives of participating companies have diversified as well. Some want to build brand awareness and expand their user base, while others host events with a focus on giving back to players, creating a community feeling. Companies that attend expos purely for game promotion are becoming less common. For instance, at this year's ChinaJoy, there were various electronic and digital products on display, even some unrelated to gaming. On the other hand, companies looking to gain exposure during the event were almost non-existent. Although ChinaJoy still provides insights into the news of various game companies, the content has become somewhat mediocre. The high cost of booth space combined with a lack of substantial content has discouraged many companies from participating. Nevertheless, this doesn't mean offline game expos have no purpose. Enhancing brand visibility and influence is crucial in any era. Large companies need to retain their current users and acquire new ones, while smaller companies require more opportunities to showcase their products. There's no reason for them to abandon such a platform. Moreover, when game companies actively promote their games during offline expos, the live audience's enthusiastic applause and cheers can provide an experience that online streams cannot replicate. Even though offline game expos might have become less important to players, many still hope that they will return in a fresh and exciting way, allowing everyone to relive the thrilling summers of the past. Now, what are your thoughts on offline game expos? Feel free to share your views in the comments!
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