Mindshare shared this Point of View report from E3. Even skimming the 35+ pages of content will give you some good insights and highlight how much the world is changing. Gamers are not just 18-25 males; they are cross gender, age and cultures.

1. E3 2014
OVERALL REPORT
JUNE 10–JUNE 12

2. IN THE
BEGINNING

3. 1
Founded in 1995, the Electronic Entertainment Expo (E3)
now attracts over 45K attendees during its annual gathering in
Los Angeles. The event serves as a platform for all gaming-related
companies to make their big reveals for the upcoming year, acting
as an upfront of sorts to drive industry and consumer excitement.
Console makers use the expo to unveil their newest systems
and extensions while developers showcase future titles, with some
extending franchises and others, creating new ones. As the space
expands, so does E3: mobile now has its own area of display, as
do indie developers, who can receive various levels of recognition
by competing in showcases throughout the event. With news
that will impact anyone and everyone even remotely associated
with gaming either by business or interest
E3 IS THE MOST ANTICIPATED
GAMING EVENT OF THE YEAR
Authored By:
Geoff Greenblatt
Patrick Lane
Kristopher Makuch
With Contributions From:
David Bouchard
Mark Nester
Design
Cynthia Reed

4. THE
ANTICIPATION
BEGINS

5. 3
FOR MANY YEARS NOW, the gaming
industry has been waiting for the reveals
at E3 to reflect The Leap, an unveiling of
the next playing experience for gamers.
Prior to the new consoles being announced
in 2013, the reveals at E3 seemed stag-
nant; they were simply more of the same.
Even in 2013, when the new consoles were
announced, the reveals seemed to be more
about seeing the actual hardware and what
system would initially be perceived as
better versus being wowed about what was
actually being created for them. And that
was understandable: the first set of new
games for the Xbox One and PlayStation 4
(and the Wii-U) were just that – first gener-
ation games. They were games that didn’t
truly reflect the next generation of gaming,
games that were far more for show than for
awe-inspiring purpose. They were games
that didn’t necessarily take advantage of
what the systems could really offer.
While E3 2013 was all about seeing the
next-gen consoles for the first time, E3
2014 was about the next step. The Leap.
What would the second generation of next-
gen console games look like? What would
be in store for the future of games, near
and far? How would the system evolution
continue? Add in the hype around virtual
reality, and reveals for mobile as well, and
one would have to consider E3 2014 to be
as important of a year for the games indus-
try as there ever had been.

6. 4
Questions were abound heading into the
show, with specifics focusing on:
The Aforementioned Games. E3 2014
would mark the first time one would see
the second generation of next-gen titles
for Xbox One and PS4, as well as new
premiere-franchise entries from Nintendo
for the Wii-U. With new, eye-popping titles,
players would finally see the deeper stories,
richer graphics, and first-of-their–kind
interactive experiences that the new
consoles could promise. Rumor even had
it that games such as Halo and even GTAV
would be updated and ported over for
next-gen; seeing such games on the new
consoles could make players feel like they
are playing them for the very first time all
over again. For brands, this would mean
that the games audience would just con-
tinue to grow. With new titles, genres, and
interactive experiences attracting more
first-time players (and buyers), and poten-
tially-ported games bringing back people
who may not have played for a while, the
reach that games could provide would only
continue to expand.
More Oculus Rift And More VR.
With Oculus Rift hype growing after the
Facebook purchase, and rumors of Sony
jumping into the space as well, virtual
reality interest finally crossed over into
the mainstream. E3 2014 would provide
the opportunity for many to see what VR
really is like for the very first time. From a
brand perspective, this would mean explo-
ANTICIPATION

7. 5

8. 6
ration of an entirely new interactive channel - being able to offer a tour of a cruise ship or
a first-look at a new car, to show how a new hair product works in a spa setting or plac-
ing a person in the middle of a movie scene to promote a new release. The possibilities
would be endless…and quite exciting.
Mobile Madness. Questions entering E3 2014 were plentiful in regards to mobile.
What would studios display? Would there be more titles? Would there be more innova-
tive ways to incorporate the second screen into a console-based experience? How would
the platform evolve? And how could brands continue to use mobile (and its technologies)
as it pertains to gaming and beyond?
ANTICIPATION

9. 7
Technology Updates: From a new and improved Xbox LIVE service, to updated
engines upon which games can run, to Nintendo’s inclusion in the Near Field Commu-
nications game, attendees were curious to see how the entertainment experience around
gaming would be changed. For brands, this would mean more touchpoints to incorporate
into programs and, as a whole, more program opportunities.
Where e-Sports and Video Go Next: With over 2.4B e-sports followers in 2013 and
the Twitch sale to YouTube topping $1B, e-sports is bigger than ever. This has become an
entirely new space for brand involvement, and the activity continues to blossom. As E3
2014 began, the gaming industry would look to see how video and gaming continue to
evolve, both individually and collectively.
ANTICIPATION

10. THE SHOW

11. 9
AS ALWAYS, E3 WEEK KICKED OFF WITH PRESS CONFERENCE MONDAY.
The prelude to the floor opening saw Xbox, EA, Ubisoft, and Sony make their upcoming
game announcements and reveals in front of live audiences numbering in the thousands,
and live streaming audiences numbering in the millions. With four of the five big players
opening up E3 week with first-looks at the second generation of next-gen console titles
(Nintendo’s press conference is held on Tuesday), gaming’s biggest convention, and its
most newsworthy event, had its players and its industry excited for what’s to come.

12. 10
XBOX
Xbox led off E3 by announcing that its press conference would be ‘all games for all
ninety minutes.’ Its first reveal did not disappoint—an extended look at Call Of Duty:
Advanced Warfare. With graphics and gameplay unlike anything seen from the
franchise thus far, the next-gen preview left both COD fanatics and sideline observers
very impressed.
And that set the tone for the rest of Xbox ‘s E3 announcements. First-looks at both
franchise titles and new IPs showcased jaw-dropping visuals, realism, smoothness, and
even branding in ways only the next-gen consoles could offer. From the fantastic worlds
created in Dragon Age: Inquisition and Assassin’s Creed: Unity, to the colors and details of the
Sunset Overdrive world, Xbox previewed one game after another after another. In fact, it
may have been a bit of overkill, as Xbox could have easily cut out a few of its less herald-
ed reveals in favor of a more compact show.
THE SHOW

13. 11
Regardless, those in attendance at E3
and those viewing the show’s content at
home couldn’t help but be excited for the
new titles on Xbox One. Finalizing its
reveal list with Halo’s Master Chief Collection
series, players saw the first announced
blockbuster to be ported from past/cur-
rent-gen to next-gen; the cinematic Crack-
down wowed audiences as well. Xbox’s
takeaway was simple: games have never,
ever looked so incredible and gameplay
itself, never so vast.
From a brand perspective, Xbox
reaffirmed that gaming is just continu-
ing to get better. The playing experience
appeals to people of all interests and ages,
and thus the space’s reach continues to
expand. In fact, some in attendance could
be heard expressing their desires to buy a
next-gen console despite having not been
avid gamers in the recent past. With the
ever-evolving social extensions that each
game seems to contain, combined with
the ability of the new titles to continue
to excite, brands have more opportunity
than ever to connect with audiences and
communities alike.
EA
EA led off their reveal list with the first-
look at the first Star Wars title for next-gen.
That’s right…Star Wars for next-gen; one
can only imagine the reaction that was
received. From there, EA proceeded down
its company path of Players First. Sequels
for its most beloved franchises were expect-
THE SHOW

14. 12
ed from the studio that sticks to its motto to please players through its valued IPs. Sims,
UFC, NHL, Madden, PGA and FIFA were unsurprising announcements, but all made play-
ers excited nonetheless (small features, such as a Bruce Lee integration into UFC, certain-
ly kept things fresh). EA’s biggest reveal was the next evolution of Battlefield, titled, Hard-
line. A fresh take on the franchise, Hardline has a GTA/Heat feel with its cops-and-robbers
storyline rather than a warfare feel, and that’s why gamers were so enthused; rarely does
a spinoff look so impressive. But again, that is why the next-gen consoles wowed as they
did, and the reason E3 2014 was so exciting.
For brands, EA’s offerings remain as they have, with the sales arm continuing to pro-
vide media, integration, and retail/e-comm opportunities. However, as the titles get better
(like they seem to be based on what was shown), gamers will be even more driven to
interact with brands. EA’s goal is to make the experience better for players—Players First
—and as brands offer even better in-game experiences, EA’s expanding player size will
happily engage with brand-related content that was created specifically for them.
THE SHOW

15. 13
UBISOFT
The Ubisoft press conference followed EA’s, and the studio’s purpose of delivering
original and memorable gaming experiences across all platforms was on full display.
Launching with a Far Cry 4 announcement, and bookending its presentation with Rainbow
Six: Siege, Ubisoft’s reveals played like a reintroduction to its most popular franchises. Tom
Clancy’s The Division, The Crew, Assassin’s Creed: Unity and Valiant Hearts were all present and
looked fantastic, if not in-line with the expectations that attendees had. There were two
big surprises from Ubisoft:
• The presence of two social console games that skew more female in Just Dance and
Shape Up, which were both given nearly the same amount of exposure time as the
core IPs. The titles do look incredible on the new consoles, and they utilize all sorts
of next-gen abilities (ex: the ability to work with developers to upload live video foot-
age of players themselves into Just Dance)
THE SHOW

16. 14
• A mobile extension of Just Dance, a version of the console title controlled using
a wireless device app and launching this year. The key: player movements are
displayed without the need for additional controllers, a console, or a Kinect-like
device. Multiple players can connect at once while in the same room, and there may
also be the ability to link to Facebook to virtually compete against friends.
Unfortunately, this was the studio’s largest mobile reveal. After 2013 saw Ubisoft walk
away with the title of ‘Studio That Has Most-Embraced Mobile In The Most Innovative
Ways,’ the absence of more second screen opportunities was a bit of a disappointment. It
would have been great to see what the studio is doing to continue furthering the use of
mobile in the console-based world.
In regards to brand opportunities, Ubisoft offers more of a co-partnership catalog with
its titles versus anything else, as the studio does not have an advertising platform like
EA or the consoles. That being said, if a brand is looking to align with a male-oriented
title that is bound to be successful, while working with a studio that is easy to work with,
Ubisoft is a great option. Furthermore, the studio is stretching its reach with more
female-oriented titles and their mobile extensions. All of these points combine to reflect
the continued growth of the gaming space audience and the plentiful number of options
that a brand has at its fingertips.
THE SHOW

17. 15
SONY
Sony closed the day by opening with a
reveal for Destiny, the long-awaited title first
announced at E3 2013. This announce-
ment set the tone for Sony’s continued
theme: that PlayStation is a gaming con-
sole for gamers, extended through social
connectivity (a core offering on the system,
and one that they said would continue to
define their future growth), and enhanced
via entertainment options.
Announcements included premium PS
IPs such as Uncharted 4 and The Last of Us:
Remastered as well as Bloodborne, Entwined,
Ratchet & Clank, infamous: First Light, Metal
Gear Solid 5, Mortal Kombat X, and The
Order: 1886, all titles geared to the core
player. Sony also announced LittleBigPlanet
3, the latest installment in the fun-for-
everyone franchise that continues to defy
in-console social functionality and visual
graphic ability. On top of these titles,
Sony revealed PlayStation TV, a new $100
micro-console that allows gamers to stream
up to 1,000 older titles directly to their TV;
complete with future PS4 and Vita integra-
tions, PSTV will drive further excitement
for gaming streaming services, and it may
give even more leverage to streaming
partners that continue to gain tremendous
leverage in the e-Sports community, such
as Twitch.
For brands, Sony reinforced its value as
it pertains to the male gamer. The Sony
titles and technologies continue to be
THE SHOW

18. 16
male-focused, as is the overall PS audience.
The social functionalities give brands
additional opportunities to reach gamers
as they engage with their favorite form of
entertainment, where they are the most
responsive to a message. And in general,
social is a theme that reigned at E3 2014,
as game developers continue to attempt to
create experiences that gamers can share
with their friends, and the gaming com-
munity as a whole, via streaming services.
Sony is a leader in this area and is at the
forefront of such advancements.
NINTENDO
Nintendo had a ton of momentum com-
ing into E3, as the Wii-U outsold all other
consoles for the first time in the month of
May on the power of Mario Kart 8 (a truly
incredible game). The oldest console mak-
er of the Big 3 took advantage of its hype,
and rode E3 to a mountain of success.
With its floor area packed, Nintendo
finally revealed new installments of its
biggest franchises for the Wii-U. New
games featuring Zelda and Super Smash Bros
(recently voted the most popular franchise
in gaming) drew massive audiences and
thrust Nintendo back into the limelight
in a huge way. This was a very exciting
outcome for those rooting for Nintendo,
as many considered them to be down-and-
out as a result of initially poor Wii-U sales.
With titles that appeal to a younger demo-
graphic, such as Splatoon, and armed with
THE SHOW

19. 17
what will be obviously successful titles, it is great to see the family-friendly brand rise
like a phoenix and take its place alongside Xbox and PS in the current console wars.
Nintendo is even advancing its technology, is still concentrating on mobile, and
appears to be ready to work with brands:
• NFC capabilities will be seen on the Wii-U, allowing parents and players to
purchase miniature figurines of popular characters such as Donkey Kong and
Mario, and scan them into the Wii-U for extra downloadable content.
• Mobile counterparts to all of the Wii-U titles were announced for 3DS, as the
platform’s audience is expected to double by 2017
Lastly, Mercedes and Nintendo formed a partnership to create a downloadable car
in Mario Kart 8. While only being seen in Japan at first, the regions will be extended
in the future.
On that last note, while Nintendo has never given brands opportunities to work with
them in the past (especially when it comes to their most valued IPs such as anything-
Mario), it seems as if even they are becoming more open to developing such partnership
opportunities. What those are (and where those are) remains to be seen, but with the
Mercedes program getting some press, perhaps the road is being paved for more brand
opportunities with Nintendo in the future.
THE SHOW

20. 18
VIRTUAL REALITY AND E-SPORTS
In addition to the gaming reveals from the studios and console makers, virtual reality
and e-sports played large roles at E3 2014.
VIRTUAL REALITY
For VR, the major players were Oculus, the vendor at the forefront of the VR move-
ment, Omni, a newer vendor to the space in regards to the general public, and Project
Morpheus, a VR undertaking by Sony. All three have one goal in common: to push the
boundaries of virtual reality and take it mainstream.
Oculus and Project Morpheus both have the user experience in mind as their primary
objective; the better the user experience, the more likely VR will be embraced by the
general public. In fact, the most important element to the Oculus experience is to make
sure that the user does not feel sick; beyond that, a seamless experience that does not
stutter or lag comes into play. Both tech companies put the user into the experience: from
a larger standpoint (observe the world from a 360-degree POV) or a more detailed close-
THE SHOW

21. 19
up (observe a gorgeous waterfall in the
distance simply by leaning in), and each
are escapades that can be enjoyed from the
living room, courtesy of VR.
Oculus provided glimpses into the VR
playing experience with playable dem-
os of a Crash Bandicoot-type game and
an Alien reenactment game, while Sony
provided a plethora of more simplistic
demos, from riding down a hill in a cart,
to fighting sharks in a cage, and finally, a
sword-fighting showdown at a castle. To
try to describe any of these beyond ‘unlike
anything you have ever experienced’ would
take away from the true description. The
sit-down experiences of Oculus were more
ideal to capturing a better VR go-round,
while the standup experiences Sony offered
could make a user nauseous. Omni provid-
ed a stand-up experience as well, and the
same goes for feelings of sickness there too.
Oculus is the most open to working
with brands at the moment; the company
will provide their SDK free of charge and
work with a brand if the brand is willing
to develop an Oculus-approved demo that
fits within its (many) guidelines. Again,
the company’s primary objective is to
avoid user nausea in order to bring VR
mainstream, so a brand must make a demo
that is standard and simplistic. The posi-
tive gains: PR with Oculus and a branded
interactive experience that is unlike any
other. At the same time, should Project
Morpheus gain popularity, there could be
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22. 20
THE SHOW
plenty of opportunities for brands, from simple signage at a virtual E3 walkthrough to a
deeper branded experience within a larger program.
E-SPORTS
In recent years, e-Sports has taken a huge jump in popularity through services and
leagues such as Twitch and MLG, the rec play and pro league of gaming, respectively.
Twitch, for instance, now attracts 45 million unique viewers every month across console,
desktop, and mobile platforms, allowing users the opportunity to simply watch others
play games online. This experience is now a primary form of social connectivity for this
entire audience base.
And these communities are just continuing to expand. MLG had its own category in
the recently televised X-Games, and the extreme sports entity is now embracing gaming
more and more as it continues to expand on the interests of its viewers. To say that gam-

23. 21
THE SHOW
ing was a success at the X-Games would be an understatement: the category out-
performed all other categories in relation to live televised viewership, and in a
Facebook vote for the most favorite athletes of the X-Games, e-Sports players claimed
the top 19 positions!
Thus, these two vendors had very strong presences at E3. Streaming gamer play,
E3 floor action, and live competitions all from their own booths, as well as receiving
mentions at all of the press conferences, Twitch and MLG could not be missed. The
success of e-sports signifies the start of a new age for gaming, and brands can take
advantage – with massive reach and tactics ranging from video to sponsored series,
awards, and live event, brands that want to reach this male demographic must embrace
e-sports just as they would regular sports such as hockey, football, and the NBA…and
then take advantage!

24. 22
MOBILE
Mobile played an exciting part of E3
2013, with multiple studios using the show
to cast a spotlight on how they would be
using the most popular platform in gaming
to extend the playing experiences of their
titles. As mentioned, Ubisoft was touted
as a mobile pioneer, introducing all sorts
of ways that players could use mobile as
a second screen extension of its titles.
EA announced a number of new mobile
versions of its IPs, and even though they
did not have a presence, Candy Crush Saga
was still a topic of multiple conversations.
Many hoped that this was just the start of
mobile’s penetration into E3.
Alas, that would not be the case. There
seemed to be a dip in mobile reveals
overall, and the platform took a bit of
a backseat to consoles at this year’s E3.
Ubisoft did not build on the splash that it
made in 2013, and while EA did set up a
separate room on its floor for mobile only,
that room mainly featured games that are
already available in the app store, includ-
ing Simpsons: Tapped Out, which has been
live for over two years
Gameloft, one of the biggest mobile stu-
dios in the world, did have its own booth,
albeit a small one, cast off to the side of
the floor. The studio’s purpose – to drive
daily engagements through mobile – was
on display, as Gameloft did showcase
upcoming titles such as Modern Combat 5,
Asphalt Overdrive, Spider-Man Unlimited, Ice
THE SHOW

25. 23
Age Adventures, and others, marking them
as a continuous leader in the space. How-
ever, this was more of a result of the lack
of announcements from the larger studios
versus Gameloft making a splash.
But perhaps that wasn’t a bad thing. This
year, E3 had a more important purpose
than just showcasing the overall growth of
gaming. The focus was on the evolution of
the consoles, advanced technologies, and
the social extensions that fuel gameplay.
It was important for the industry for these
factors to be the focus in order to success-
fully move forward. Combined with the
fact that there hasn’t been a gen-pop title
to find crossover success (aka Candy Crush)
in a little while (even Flappy Birds hype
came and went), in hindsight, it was im-
portant to give the consoles and their titles
the limelight, even though more mobile
reveals would have been nice to see.
That should not deter brands from con-
tinuing to explore the mobile gaming space.
On the contrary, mobile has never been
bigger (as mentioned, it is the most-played
platform in gaming) and only continues to
grow at lightening speed; playing games is
still the most-engaged activity on mobile
devices today. With so many different types
of games continuing to emerge in the space,
brands have never had more opportunity
to use mobile to drive results. Gameloft
is expanding its library to reach more
females, EA has plenty of offerings that it
can provide, and new studios, large and
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26. 24
small, are constantly creating new IPs that
can be utilized by brands in fun, innovative
ways. While E3 2014 did not build on the
mobile spotlight that it cast in 2013, it does
not mean mobile is any less important. It
just means that for four days, mobile took
a backseat as other platforms had their
chance to shine.
WRAP-UP OF THE SHOW
As E3 is a massive event, millions of
dollars are spent on booths and press
conferences in an effort to impress tens of
thousands of live attendees and beyond.
In addition to the highlights listed above,
there was so much more to be absorbed.
Sega had Sonic, Disney had Infinity (and one
can only imagine the role that Star Wars
may play in the future for Disney), Activi-
sion had Skylanders (and the aforementioned
Call of Duty, of course), Bethesda wowed
with The Evil Within, Warner had Batman
and Lord of the Rings, Turtle Beach had new
headphones…the list goes on and on.
In summary, there was no shortage of
excitement at E3 2014. In fact, after years
of standard delivery, the show delivered
in eye-popping fashion hand-over-fist. The
future of gaming had finally been revealed,
in truth, as an incredible success, in one of
the most important years that E3 had ever
seen. The Leap had been made, and as a
result, gaming, and its industry, has never
been in a better place to move forward as
the fastest growing form of entertainment
out there today.
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27. 25
Just like a game itself, E3 attendees, physical and virtual, enjoy declaring winners and
losers of the convention. Over the course of the year, the attendees build the winners up,
tear the losers down, and then continue to praise the victors while feasting on those who
failed. These gamers…such a fickle group!
In 2013, Sony was lifted high on player shoulders, as it was given the crown of E3. Mi-
crosoft…not so much. In fact, one may struggle to think of another time that a studio has
taken such a harsh post-E3 beating as Microsoft did in 2013, whether it was deserved or
not.
But 2014 was different. This year, every one of the major players brought something to
the table. There were no losers. The console makers all showed off new games and technol-
ogies, renewing gamer excitement with energy and anticipation. The major studios, such
as EA and Ubisoft, showcased jaw-dropping new games. Social extensions were on full-dis-
play and excitement was in the air as a result of VR reveals. Perhaps the lack of mobile
was a bit of a disappointment, but as mentioned, it was understood…and who can really
call mobile a loser?
So what made each participant a winner, and more importantly, what does it mean mov-
ing forward? Let’s take a look.
Big Victors
Nintendo
Nintendo began the month of May with some bad news, as they were hit hard by poor
financial reports, but they turned that around quickly. After finishing the month with
news that the Wii-U was the best selling console of the past 30 days for the first time ever,
Nintendo was a huge winner at E3. Excitement was at an all-time high for the studio’s
next gen console, and their exclusive-only reveals for titles featuring their biggest charac-
ters and franchises generated even more hype. With entry into the NFC toy market and

28. THE WINNERS AND
LOSERS OF E3 2014

29. 27
JUST LIKE A GAME ITSELF, E3 attendees, physical and virtual, enjoy declaring
winners and losers of the convention. Over the course of the year, the attendees build
the winners up, tear the losers down, and then continue to praise the victors while
feasting on those who failed. These gamers…such a fickle group!
In 2013, Sony was lifted high on player shoulders, as it was given the crown of E3.
Microsoft…not so much. In fact, one may struggle to think of another time that a studio
has taken such a harsh post-E3 beating as Microsoft did in 2013, whether it was deserved
or not.
But 2014 was different. This year, every one of the major players brought something to
the table. There were no losers. The console makers all showed off new games and
technologies, renewing gamer excitement with energy and anticipation. The major
studios, such as EA and Ubisoft, showcased jaw-dropping new games. Social extensions
were on full-display and excitement was in the air as a result of VR reveals. Perhaps the
lack of mobile was a bit of a disappointment, but as mentioned, it was understood…and
who can really call mobile a loser?
So what made each participant a winner, and more importantly, what does it mean
moving forward? Let’s take a look.

30. 28
BIG VICTORS
Nintendo
Nintendo began the month of May with
some bad news, as they were hit hard by
poor financial reports, but they turned
that around quickly. After finishing the
month with news that the Wii-U was the
best selling console of the past 30 days
for the first time ever, Nintendo was a
huge winner at E3. Excitement was at
an all-time high for the studio’s next gen
console, and their exclusive-only reveals
for titles featuring their biggest characters
and franchises generated even more hype.
With entry into the NFC toy market and a
first-time brand partnership with
Mercedes, the future for the Wii-U has
never been brighter.
Microsoft
This year, Microsoft was all about
the games, a total flip from last year’s
fiasco when they showcased non-playable,
TV-like content and the Kinect camera
technology. In fact, Kinect wasn’t even
mentioned this year, and a pre-E3
announcement that separates the
Kinect from the console itself was met
with gamer cheers.
Microsoft’s exclusive announcements, in
combination with its overall focus on its
great-looking games, put it into the E3
2014 Winners’ Circle. Downloadable
content (DLC) for Call of Duty will hit
Xbox One first, giving the system a step
up on the PS4, Sunset Overdrive was a huge
WINNERS and LOSERS

31. 29
success with players as a result
of its gameplay and never-quite-
seen-before visual flare, and
Halo’s Master Chief Collection will
bring in all sorts of franchise
fans who have yet to purchase
Xbox’s next gen system. And
overall, that is what made Xbox
a winner at E3 2014…it finally
gave on-the-fence consumers
real reasons to purchase the
Xbox One.
Sony
After being dubbed the winner
of last year’s E3, Sony only con-
tinues to impress. Once again,
Sony focused on its new PS
games at E3, deviating from the
topic only for a moment to speak
to its new hardware offerings,
PlayStation TV and Project
Morpheus. In addition to its an-
nounced exclusives, including its
partnership with Bungie on the
upcoming blockbuster, Destiny,
Sony continues to pioneer
streaming technologies; after
placing itself on the forefront of
the movement with its Twitch
partnership, the PSTV will ex-
tend Sony’s leadership position
with its all-new game-streaming
offering. Likewise, while Project
Morpheus is clearly still in beta,
with only controlled tech demo
WINNERS and LOSERS

32. 30
experiences available, it is an impressive attempt from Sony to branch out further.
Sony is differentiating itself from its competitors, making its PS4 success, especially
after the PS3 mishaps, all the more striking.
Oculus
For many, E3 2014 was the first opportunity to get a real understanding of the Oculus
VR product. While the headset has been shown at tech demos for years, attendees final-
ly could learn about the reality behind virtual reality.
The gaming experience itself was extraordinary. But to learn how seriously Oculus
takes its venture was even more impressive. They consider themselves the leaders of the
VR movement (which they are), and they will not partner with demo developers who do
not adhere to their strict guidelines of experience-first. Those who made it to the front of
the two hour wait (or were lucky enough to bypass the line) found the serious tone that
Oculus took in addition to the incredible experiences noteworthy and instant believers
in the VR movement and its future were created.
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33. 31
E-Sports
The success of the consoles and third
party studios fosters success for e-sports.
The burgeoning sector of social-related
gaming activity will continue to see mas-
sive spikes, in casual streaming audienc-
es, pro player and league activity, public
events, PR and more. The new consoles
(especially PS4) brought e-sports into the
hands of any player with its ease-of-use ac-
cessibility. With moments such as MLG’s
X-Games presence solidifying e-sports as
a mainstream activity, the possibilities for
the entity continue to evolve.
WINNING
EA
While EA certainly excited E3 attendees
with the reveal of Hardline and the brief
glimpse of Star Wars, they were winners at
E3 because they just continue to do what
they do: produce continuously strong
new versions of their IP titles. The EA
Sports franchises look especially strong
as second generation next-gen install-
ments, and Dragon Age had quite a bit
of buzz from avid gamers and passive
gamers, men and women alike. The Sims
4 preview seemed a bit overwrought,
but it’s The Sims…it will be just fine…and
seeing the studio introduce a new type of
MOBA game in Dawngate was exciting.
To sum up EA’s E3: the studio made
a consistent, strong showing across the
board and gamers walked away looking
forward to their new offerings.
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34. 32
Indie Games
While indie games were not a large focus
of E3, the fact that there was opportunity
for them to be featured made them win-
ners. The games themselves ranged from
simple, to different, to standard, to fun, to
very different. They used technologies that
even the consoles do not take advantage
of, such as 3D printers and smartphone
accelerometers. Oculus Rift demos were
present as well. Competitions were held
and awards were handed out to the best
indie developers. Xbox even announced
that it has opened up its One SDK to
indie developers to help bolster its library
of game selections. Indie developers can
get creative and work on a fraction of the
budget of big name titles, earn financial
rewards, and who knows, perhaps develop
the next Candy Crush, Angry Birds, or
Farmville blockbuster.
IMPRESSIVE IN PARTICULARS,
BUT OVERALL, OPEN ENDED
Ubisoft
To start, the Ubisoft games looked
fantastic. Assassin’s Creed: Unity was a best-of
at E3 2014, Far Cry 4 seems to be a worthy
next-gen iteration for the franchise, Shape
Up is a fresh take on fitness games, and Just
Dance 4 is more of the same. But outside of
AC, Ubisoft presented more of the same.
Perhaps this is because we have higher
expectations of Ubisoft versus some of the
other third party studios. But whereas EA
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35. 33
deviates from its game plan with franchise evolutions that can even be considered risks
(eg: Hardline and 2013’s Plants vs Zombies: Garden Warfare), Ubisoft seemed to be treading
water a bit this year. And the lack of exciting mobile integrations made the perceived
stagnation even more apparent. Ubisoft will have a huge year, and again, Assassin’s Creed
was original and looked beautiful. We just expect just a bit more from them.
Mobile
Unlike E3 2013, mobile did not have much of a visible presence at E3 2014. That’s not
to say it didn’t have any presence…it just mainly stayed contained in the back of booths
and meeting rooms. SquareEnix revealed Hitman, Capcom revealed Monster Hunter,
World Of Tanks is getting a mobile version that could be HUGE, and Gameloft’s booth
provided attendees a nice opportunity to talk to the studio reps and learn what is in
store from the top-tier mobile game producer. But in general, mobile seemed to be a bit
of an afterthought. Even Ubisoft limited its mobile speak to a Just Dance mobile version,
which didn’t seem to generate a large amount of buzz. As mentioned earlier, it was
understandable that mobile didn’t shine at E3 2014 like it did in 2013…but that doesn’t
mean that we didn’t want to see more.
AND THE BIGGEST WINNERS WERE…
Game Players! E3 2014 was awesome. There are loads of titles coming out that should
excite players, and the entire realm of gaming possibilities just seemed to take a huge
step forward. A leap. The Leap. Players will be able to engage in so much – from titles
to technologies to social extensions, and even league participation. The biggest
decisions they face: where to start and where to spend their money! There are worse
problems for gamers to have, and frankly, this is where the fun truly begins.
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36. 34
IMPLICATIONS
FOR BRANDS

37. 35
THERE WAS A LOT AT STAKE FOR THE CONSOLE MAKERS, third party studios,
and the industry in general at E3 2014. In addition to game and machine sales gener-
ated from the potential of newfound excitement and the state of the industry moving
forward, plenty of brand representatives were in attendance to take in the show and take
back word of how to move forward with gaming as an advertising medium. Here is what
they learned:
Gaming Has Never, Ever Been Stronger
E3 2014 proved that the space is moving in a very positive direction. The games for the
next-gen consoles are getting better and better, and as a result, more people will pur-
chase the machines and their games and want to play. Those people include not just the
standard game players, but first-time players and players that haven’t played in years,
both males and females of all ages. This isn’t just speculation, but fact, as one simply
had to walk the floor for five minutes before overhearing multiple conversations that

38. 36
included the words ‘I’ve never played a game on a console but I want to buy a new
console now.’ With something for everyone – shooter games, sports games, social
games, exercise games, dragon games, racing games, fighting games, and more – these
machines make people want to play. That means opportunity. Be it console, online,
mobile, social, in-game, around-game, content, first-party, third-party, sponsored games,
free games, retail, e-comm, events, and more, brands really need to get in the game. The
audience reach of gaming will continue to grow and the demographic segmentation will
continue to expand, meaning more brands have more options to connect with more
people by using the gaming space – the fastest growing vertical in entertainment today.
Where Gaming Technology Continues to Go Is Anyone’s Guess, But Where It Is
Now Is Already Incredible
With virtual reality finally earning a seat at the gen-pop table, the possibilities for brands
are endless and the potential sky-high. When a person slips on the goggles, the world
in front and around disappears, becoming an entirely different setting, and within that
setting, opportunities can be as simple or as immersive as one can imagine. The power of
IMPLICATIONS

39. 37
VR for brands lies in abstract implementation – the ability to create content that elicits
emotion via immersion. Such abstract implementations take consumers beyond visual
messaging while incorporating subtleties. Core communication can be minimized to
two or three key message points, such as emotions or lifestyle, but such communications
can be re-imagined through the connectivity of virtual reality. Very powerful and very
exciting. The purpose of VR is to create content, as VR makers follow the mantra ‘content
will win.’ While still in its infancy, VR can be explored today, and the realm of what is
possible for brands hasn’t even begun.
Beyond VR, technologies such as NFC, streaming game capabilities, and even motion
sensor systems such as Kinect will continue to evolve. From free downloadable content,
courtesy of a purchased product that comes with scanning recognition barcodes, to free
games courtesy of a brand, and even emotion-recognition technologies that can sense
reactions post-ad view, these technologies are expanding ways that brands can reach
consumers and analyze their behaviors. Technologies are commonly born through games
and this trend is continuing seamlessly.
If Male-Focused Brands Want To Run Video, e-Sports Is Now A Must-Have
While still very male-dominant, the sheer size and popularity of e-sports just cannot be
questioned. Whereas the social tissue of play was once a side-by-side experience, online
connectivity has blown up the social limits of what players can do. Be it play with others
or watch others play, the recreational and professional activity of people that play games is
now how these 45M strong choose to connect with each other. Be it that the standard form
of advertising within these platforms (video) is the go-to form of advertising that brands
have embraced since the days of television infancy, there is no reason for brands that are
trying to reach this demographic to shy away from the platform where their desired target
is spending their time.
IMPLICATIONS

40. 38
Every year, E3 is exciting in some way, shape, or form. In some years, those reasons are
clearly apparent, and in other years, a bit less obvious. And after years of sales slip and
stagnation, the games industry got the shot in the arm it needed when the new consoles
were announced in 2013. It would be the next year, however, the year after the new
consoles were announced, that would be key. Would the industry take advantage of the
renewed excitement and interest in gaming that the new console releases provided, and
create games that would be worthy of them?
The answer was a resounding, and emphatic, yes.
E3 2014 was a marvel. The games: the best a person has ever seen. The technologies:
unlike anything a person has ever seen. The excitement for play: the most the games
industry has truly ever seen.
Gaming is moving forward in an absolutely incredible way.
The next wave of play has begun.
CONCLUSION

41. For more information or Inquiries, please contact:
Geoffrey Greenblatt
Mindshare
North American Gaming Director
Geoffrey.Greenblatt@mindshareworld.com
498 7th Avenue
New York, NY 10018
TEL: (212) 297 7000