Which Non-E3 Event Was Most Effective in Showcasing Games?

The question of whether to participate in Summer Game Fest or opt for other events is a recurring one. Every year, the gaming industry is filled with queries about the best platform for showcasing new titles, now that E3 is no longer the sole event. The industry has transformed into a series of smaller events, making it challenging for publishers and developers to decide where to focus their efforts. The newer approach to game announcements has received mixed reactions, with some appreciating the prolonged presence throughout June and others finding it disorganized. Nevertheless, these events significantly impact the summer season, with gamers eagerly anticipating them, much like they used to with E3 conferences. With numerous options available, it is essential to determine which event can provide the most exposure and engaged audience for new titles. This is the million-dollar question that has been puzzling the industry. At its core, these events aim to generate attention through press coverage, influencer reactions, and social media discussions. Fancensus analyzed various June events, evaluating the overall PR and social flare score of each featured game up to 72 hours after the event. This score, out of 100, combines a game's performance across around 3,000 websites and channels on YouTube, TikTok, Instagram, and X. The analysis considered multiple outlets, weighing each based on its impact on a title's campaign. The results showed that Xbox Games Showcase and Summer Game Fest had the highest total flare scores among their featured titles. However, when accounting for the number of games in each show, Summer Game Fest's performance was less impressive. A survey of over 1,300 US and UK gamers revealed that they were more aware of and interested in watching platform holder streams from Nintendo, Xbox, and PlayStation. The data also indicated that Summer Game Fest and Gamescom Opening Night Live ranked lower in terms of awareness and interest. The Game Awards, on the other hand, had the highest consumer expectation, with little competition in December. While Summer Game Fest may not have been as highly anticipated, it still delivered significant results for some of its featured titles. Breaking down the games themselves, Xbox had a strong showing, with half of the top ten games ranked by flare score. The State of Play also performed well, with ten of its 14 featured titles making the top fifty list. Summer Game Fest, with its large number of titles, had 14 games scoring among the top fifty performers, but the proportion was not impressive considering the total number of games. The analysis revealed that while having more games in a show might be beneficial for consumers, it can be challenging for publishers and developers due to increased competition. The aided recall rate of Summer Game Fest titles for gamers who watched the show was lower than expected, with the top-performing title achieving less than a 50% recall rate. The results also showed that nearly half of the top fifty games were AAA titles, with a further 36% being A-tier. Mid-tier and indie games accounted for only 16% and 2%, respectively. The Future Games Show and PC Gaming Show, which focus on smaller projects, did not have any featured games scoring among the top fifty titles. The platform holders were more focused on bigger titles, leaving indie games to fall by the wayside. However, Summer Game Fest did provide a platform for indie games, accounting for 24 of the show's 60 titles. The average flare score for indie titles was lower than that of Nintendo, Xbox, and PlayStation shows. In conclusion, the gaming industry has evolved, and the traditional E3 model is no longer the only option. Publishers and developers must now decide which events to participate in, considering factors such as exposure, audience engagement, and competition. While Summer Game Fest had its strengths, it also had its weaknesses, and the industry will likely continue to see a mix of big and small events in the future.