Assessing the Future of Summer Game Fest: A Media Event in Transition

A moment of nostalgia struck on Sunday, reminiscent of E3's heyday. Microsoft's digital showcase was complemented by a small auditorium where attendees could watch and react. The presence of Phil Spencer, Sarah Bond, Matt Booty, Todd Howard, and other Microsoft executives on stage added to the excitement. Although the setting was smaller, it still evoked the spirit of Xbox's past press conferences. As the Starfield video began to play, I took the opportunity to step out and compile my thoughts on the showcase. Shortly after, I was invited to participate in a panel discussion with Xbox executives, followed by an in-depth session on the new Forza Motorsport. This sequence of events was quintessentially E3 – a convergence of AAA games, industry leaders, and back-to-back news and insights on the gaming landscape. However, this momentum was short-lived. The subsequent lull in activity was a stark contrast to the relentless pace of E3. I utilized this downtime to reflect on the panel discussion and took a stroll, a luxury that would have been impossible during the heyday of E3. Summer Game Fest and its associated events, while not a direct replacement for E3, offered a unique experience. The week's showcases, although lacking in major reveals, still provided a glimpse into the future of gaming. Geoff Keighley's showcase featured an impressive 42 games, with eight being entirely new projects. Xbox's event was similarly subdued, with a few new first-party titles and updated trailers for previously announced games. The physical component of Summer Game Fest comprised three significant in-person media events in Los Angeles. Xbox and Ubisoft hosted their own events, while Summer Game Fest's Play Days event brought together titles from Warner Bros, Bandai Namco, EA, Epic Games, Tencent, Disney, Sega, and Square Enix. Play Days, produced by Iam8bit, offered a more relaxed atmosphere, allowing smaller titles to take center stage. For media attendees, the experience was mixed. While the event was more enjoyable to cover than E3, the lack of major titles was noticeable. However, the opportunity to engage with developers and explore new games was a welcome change of pace. As the industry continues to evolve, it is likely that Summer Game Fest will play a significant role in shaping the future of gaming events. The question remains: what lies ahead for Summer Game Fest? Will it continue to serve as a US media event, a precursor to larger shows in Europe and Japan, or will it evolve into something more comprehensive? Perhaps the Play Days event will expand, and major companies like Ubisoft and Xbox will host their own showcases in Los Angeles. The future of gaming events is uncertain, but one thing is clear – the industry will continue to adapt and innovate, and Summer Game Fest will be an integral part of this process. As I reflect on my time in Los Angeles, I am left with a sense of nostalgia for the E3 of old. While Summer Game Fest offered a unique experience, it lacked the grandeur and mainstream appeal of its predecessor. However, this may not be a bad thing. In today's gaming landscape, the need for a massive, flashy event may be diminishing. Instead, a more focused, industry-centric approach may be the way forward. Only time will tell if Summer Game Fest will find its place in this new era of gaming events.