Marketing

E3 Ready for Its Close-Up

6/04/2012 12:01 AM Eastern

The 2012 Electronic Entertainment
Expo, which highlights the
best new video-game content and
technology from such companies as
Nintendo, Microsoft’s Xbox and Sony,
will get unprecedented cable coverage
from Spike TV and G4 beginning
June 4.

Both networks will provide coverage
of the three-day show on their respective
linear cable and online and
mobile platforms.

“It’s really the Super Bowl of video
games — E3 really has turned
from a small business-to-business
conference … into a cultural event
where all of these companies get together,” Spike TV
senior vice president of sports and multiplatform programming
Jon Slusser said.

Spike will televise 11 hours of E3 coverage on the
network over the four-day conference.

“It’s like Disneyland and CES all rolled up into one,” he
said. “It’s amazing what these companies create and show
off .”

Spike is teaming up with video game website
GameTrailers.com to feature 40 exclusives from the
various video game producers, as well as special guest
interviews with gaming executives, Slusser said.

G4 will offer more than 20 hours of live E3 coverage,
including exclusive and commercial-free coverage of
Sony PlayStation’s much anticipated press conference.
In addition, the network, which has been dubbed the
official broadcaster of the E3 conference, will feature
hands-on game demos from such video games as God
of War
, Ascension and Halo 4, according to network officials.

Online, G4 will stream live and unedited E3 press
conferences from Microsoft, EA, Sony, Nintendo and
Ubisoft to its website, g4TV.com, as well as to its G4
iPhone and Android apps and the network’s Facebook
page. Additionally, G4 will host a live streamed version
of its weekly gaming talk show Feedback highlighting
all of the convention’s news.

The network will also make its E3 coverage available
on demand beginning June 7 to more than 34 million
households via deals with Comcast, Time Warner Cable
and Cox Communications, G4 said.

Spike’s Slusser said that the conference has enough
mainstream appeal to draw in both hard-core gamers
and casual viewers — particularly men. Nearly threequarters
of all men have some form of video-game console
in their home, according to Spike.

“I think there’s a stereotype that video games and the
consoles are just for hard core users, but the technology is
really touching everybody,” he said. “These consoles have
become entertainment systems, and this is an opportunity
to get a first look at what your entertainment life is going
to be like.”

Spike’s E3 coverage last year garnered more than 10
million combined online and on-air viewers, according
to network officials.

This year, a portion of Spike’s E3 coverage will be simulcast
on other Viacom-owned networks such as
MTV2, MTVU and VH1. In addition, Spike’s live streams
from the show will appear on Spike.com, GameTrailers.com, and partner companies like video gaming site
Kotaku.com.

The network will also make its E3 streams available to
iphone and Android mobile phone users through a special
E3 app, as well as through social media via Facebook and
Twitter, Slusser said.

September