Want to own Los Angeles? You're going to have to go big, or go home.
FIFA 12, Need For Speed: The Run, and a wealth of sexy Apple hardware are all available for Johnny Public to get its grubby mits on, as a giant cinema screen blares out showstoppingly loud footage of Battlefield 3, Mass Effect 3 and The Old Republic.
Meanwhile, right at the back of the Hall, it's a very different story. Activision's stand is around a third of the size of its biggest rival's, containing very little colour, and just a handful of modestly-sized TV screens showing trailers.
The most surprising move from the world's largest publisher is that there are no demo pods whatsoever. If you don't have behind-closed-doors access, there's simply nothing to play.
It's an oddly muted, small-scale participation from Bobby Kotick's team, particularly considering the multi-million Dollar extravaganza the firm hosted at the show in 2010.
This year, Activision offers none of the skyscraping, attention-grabbing props boasted by EA and the likes of THQ, Microsoft, Sony, Sega and Ubisoft - who are offering everyone the chance to play Tom Clancy's Ghost Recon Online, Driver: San Francisco and Just Dance.
Acti is offering special guests the chance to see Modern Warfare 3, Call Of Duty: Elite and its new Spyro game behind the scenes - whilst EA has The Old Republic, Battlefield 3 and Mass Effect under lock and key.
But as our video footage from the event floor shows, the reserved nature of Acti's stand lies in stark contrast to the that of its fiercest competitors - and, indeed, its fellow members of the Entertainment Software Association, the industry organisation in the States that runs and hosts E3.
Acti's lack of major announcements or keynote conference means it's allowing EA and Ubisoft to own the limelight in Los Angeles - no doubt keeping its powder dry for a less crowded moment in the sun.
Comments
15 comments so far...
djhazardous on 9 Jun '11 said:
Play with Bull Testicle Pie.
Drusus on 9 Jun '11 said:
Hardly surprising seeing as EA seem to want to advertise Modern Warfare 3 every time they open there mouths. Why bother paying when EA will do the work for free.
kellyted27 on 9 Jun '11 said:
Why bothering hollering. COD speaks for itself. DIdn't get cooler than this http://www.youtube.com/watch?v=ZB1JQ_tfbHM
TheLastDodo on 9 Jun '11 said:
Maybe its because (besides MW3) Activision have nothing worth talking about anymore. Yes I include Spyro and Spiderman in that.
Very_Silver_Ownz on 9 Jun '11 said:
EA are talking more about MW3 then Acti are
Any advertising is good advertising.
rivariad on 9 Jun '11 said:
definitely a true statement
damoxuk on 9 Jun '11 said:
You have to bear in mind that half Acti-Blizz are Blizzard who have there own show in Blizzcon and the fact that Activision outside the "biggest" franchise ever have little IP at all. Imo acti are treading water keep pinning all there hopes on the COD franchise.
Look at EA and they have IP by the bucketful - Fifa, Madden, Dead Space, Battlefield, MoH, Dragon's Age, Mass Effect, SW : KOTOR, Mirror's Edge etc etc.
Blizzard = best dev in the world - marred by association with the s**tfest that is Activision
Barca Azul on 9 Jun '11 said:
I'm guessing Activision haven't a big stand for two reasons.
1. It costs money
2. Not much point of a big stand for one game!
Ror1984 on 9 Jun '11 said:
What did you record those videos with, a potato??
I think Acti just don't give a crap any more. They know they'll get record sales and fawning reviews, so why not save the cash designated for E3 and put it towards some more ivory backscratchers?
almanac2015 on 9 Jun '11 said:
That's because Activision have few big titles. Call of Duty and WoW pretty much, now that Guitar Hero has gone. Cataclysm is too new for any more WoW news (E3 isn't exactly the right place to announce new patches) and MW3 is hardly an announcement.
EA don't have a WoW, they don't have a MW3.
AJB123644 on 9 Jun '11 said:
Here here. I think the thing is they see that they have a few strong IPs or one major one however the issue is if Call of Duty ever flops, which this year we could see the start of, Activision would be in serious trouble. Not to mention the fact that they can't simply rely on Blizzard either because whilst Blizzard still have some amazing IPs if WOW ever got taken out the amount of money they would lose would be extortionate.
However, all that side I can't see Activision going anywhere anytime soon. They've managed to show one trailer at E3 via the Microsoft conference and announce exclusive DLC at first on the 360 and yet they still seem to be talked about a fair bit. I bet the marketing guys there are absolutely buzzing.
iucidium on 10 Jun '11 said:
For the love of God, somebody hack WOW!
shogunreaper on 10 Jun '11 said:
They don't see the point, and really neither do I.
They don't have to do anything at all anymore, just rehash the call of duty games to keep breaking sales records, they can stay in business off the idiots who keep buying it.
KK-Headcharge78 on 10 Jun '11 said:
Im think it is easy to get too caught up in the BF vs COD angle and forget that EA is massive compared to Activision, really Acti only have the COD franchise of huge note and EA have FIFA, Madden, NHL, Fight Night Series, MOH, BF, NFS, Dead Space etc etc etc...
So am I surprised as the relative presence of both; not at all.
damoxuk on 10 Jun '11 said:
Only prob is COD franchise make's probably more than half of all EA's IP combined
And Wow making Acti-blizz 100m+ a month helps