domeet webmaster

Sony skipped this year’s E3 game show again, proving that last year’s “absence” was not a coincidence.

Editor’s note: This article comes from 爱 范 儿 , author Musi .

< / a>

On January 14, Sony Interactive Entertainment confirmed this in an official statement One news , although a Sony spokesperson also paid tribute to ESA organizer ESA, he later added that Sony does not believe that the vision of E3 2020 is in line with the focus of Sony this year:

“We will participate in more consumer activities on the basis of global events in 2020, and we will make Sony fans feel that they are part of the PlayStation family and bring what they like We still have a series of exciting games coming to PS4, plus the upcoming PS5, we look forward to celebrating this year with fans. “

Sony has always had the habit of announcing its new-generation consoles at E3. For example, the first E3 Sony exhibited in 1995 brought the original PlayStation console; at the E3 conferences in 2000, 2005, and 2013, Sony also disclosed the hardware specifications and specifications of the PS2, PS3, and PS4 consoles. Release date.

But things have changed since last year. Six months before E3 2019, Sony stated that it would not participate, saying “ Sony hopes to find a different way to promote new games than others “.

This is also the first time Sony has been absent from E3 since its launch in 24 years. It does not even plan to hold a separate off-site conference. Even Sony’s own PSX has been suspended for two consecutive years.

It is widely believed that in order to take care of the launch of PS5, Sony is likely to slow down the promotion of first-party games and reduce investment in PS4.

Shawn Layden, former chairman of SIE Global Studios, also answered the reason for PSX cancellation in an interview, that is, “ The content that can be displayed is very limited “, so I do n’t want to make frequent appearances of those unlisted games, boosting user expectations.

In fact, Sony’s PS4 exclusives released in 2019 are significantly less than in 2018, and Sony has several other masterpieces on hand, such as “Last Survivor 2”, “Final Fantasy 7 Remastered” and “Tsumashima” “Soul” is also listed in the first half of 2020.

If nothing else, they should be the last exclusive works of Sony PS4.

It is worth mentioning that although Sony did not hold a large-scale conference last year, it held “State of Play ” online live event, during which not only the release date of “Last Survivor 2” was announced, but also some first The new works by the three parties can also be seen as changes in Sony’s marketing approach.

On the other hand, it is an indisputable fact that the attractiveness of E3 to such a large manufacturer as Sony is decreasing.

Reports from Gamesindustry indicate that , several major participants at the E3 show have diverged over what direction the show should take, of which Sony and EA I hoped to make E3 a celebration for game fans, but other publishers tend to retain the influence and status of E3 industry exhibitions.

In the past few years, the organizer ESA also hoped to balance the needs of each, but the results were very limited.

It’s not just Sony. Publishers such as EA and Blizzard haven’t made their debut on E3 for many years, and now they all host their own annual events.

We also mentioned in last year’s E3 report that the widespread popularity of live video and social media has broadened the spread of games Means, even today many developers can easily complete all pre-heating marketing online, even if they are away from a specific exhibition.

▲ At the CES show earlier this year, Sony officially announced the logo of PS5 ……

Moreover, with a mass like Sony, it can also choose to hold a PS5 conference at another time at its own pace, and it can also get the attention of the entire industry.

Only for gamers, the value of the E3 exhibition is more focused on showing rich content and reflecting the dynamic side of the industry; and the offline pavilion model can also allow those small and medium-sized companies with sufficient budgets. Manufacturers get the opportunity to communicate face-to-face with players.

Just after Sony announced skipping this year’s E3, Phil Spencer, head of Microsoft ’s Xbox division, tweeted later that Microsoft will still host an Xbox conference at this year ’s E3 game show, and we should watch A lot of news related to the new Xbox Series X console.

A source inside Microsoft also revealed to Videogameschronicle that in view of Sony ’s absence, Microsoft It is likely to increase publicity efforts at E3 this year and gain support from more third-party vendors.

Which of these two new game consoles, which will be launched at the end of this year, can get more attention under different publicity strategies? We can keep expecting this.