What is E3 & How Brands Can Join The Hype

June is here and with it comes one of the most exciting months in the gaming industry; why is that? E3 of course. For the past 26 years, the Electronic Entertainment Expo, or E3 for short, has been one of the leading video game industry trade shows where console manufacturers, game developers and more can get together and showcase what they’ve been working on.

Why are gamers excited about E3? There are a few reasons for that.

This is a big moment when many of the companies in the gaming world will announce their upcoming projects, from brand new games, sequels to hit franchises or discussing details on new consoles.
Fans come together to celebrate (or argue) the announcements, gameplay, and other news coming from E3. It’s a time where people are glued to their phones looking for the next announcement and post their thoughts on social media.
Because of the COVID 19 Pandemic, E3 2020 was cancelled and no event was held; many brands and other organizations created their own events, but this will be the first official E3 event since 2019.

One thing that makes June special this year is also the start of Summer Game Fest, a multi-month-long event hosted by Geoff Keighley which gives developers and companies from around the world a platform to showcase their games. Originally started after E3 2020 was cancelled, both events are going forward so June will see A LOT of video game news.

With so much gaming news, speculation, and excitement in the coming months, it’s a great time for brands to engage with the gaming community. With both E3 and Summer Game Fest being digital events, it’s easier than ever to connect with gamers eagerly anticipating the next big announcement. Here are a few examples of how brands can engage with gamers in the E3 conversation.

Reacting to announcements

Every year fans look forward to the biggest announcements from the year, be it a new game, console, or an unexpected announcement for a highly anticipated release. While not every announcement may make sense for your brand to post about, look to see what’s in the news and if there’s a fun fit for your brand.

One of E3 2019’s biggest surprises was actor Keanu Reeves being revealed as a character in Cyberpunk 2077

Engaging with the community

Social media is a-buzz during E3, with fans, journalists, developers, and even celebrities posting about some of the big, exciting announcements. Sometimes it can be easier for a brand to engage with community members rather than a game/developer outright. A great example of this is Delissio/Digiorno pizza, which organically comments and engages with members of the gaming community.

Just one of many examples where DiGiorno inserts itself into the E3 conversation

Targeted Advertising

Like other big events in pop culture, be it March Madness or The Oscars, there is a constant influx of users going on social media and searching for the latest news. Knowing this is happening, brands can adjust their paid strategies to include copy and creative specific to E3, announcements, and the general excitement. This can be layered with targeting to ensure your ads are being seen by the core audience, gamers.

These are just a few examples of how a brand could engage during this exciting time in the gaming community; some may work for your brand, some may not. With so much going on in June, there are a plethora of options to start laying the foundation for your brand’s entrance into the gaming world. Just have fun with it and share in the excitement!