Nintendo won't have a press conference at E3 2013

The company decides that the Nintendo Direct approach is better

In its financial results briefing, Nintendo president Satoru Iwata announced that the company will not have the traditional press conference event at this year's Electronic Entertainment Expo. Instead, the company will be hosting two closed, software-focused events for press and distributors.

"We have decided not to host a large-scale presentation targeted at everyone in the international audience where we announce new information as we did in the past," said Iwata in a transcript of the briefing. "Instead, at the E3 show this year, we are planning to host a few smaller events that are specifically focused on our software lineup for the U.S. market. There will be one closed event for American distributors, and we will hold another closed hands-on experience event, for mainly the Western gaming media."

"During the E3 period, we will utilize our direct communication tools, such as Nintendo Direct, to deliver information to our Japanese audience, including those who are at this financial briefing, mainly focusing on the software that we are going to launch in Japan, and we will take the same approach outside Japan for the overseas fans as well."

Iwata explained that Nintendo found that the broad conference event was not efficient, since it wasn't specifically tailored to a certain audience.

"As video game fans are looking for information about games, it seems that they are less interested in sales figures that investors and analysts on the other hand attach much greater importance to, and distribution partners are looking for information on how we are going to market our products in the immediate future," said Iwata.

"Given that we now have an established method such as Nintendo Direct, we feel that we will be able to deliver our messages more appropriately and effectively by doing so individually based on the various needs of different groups of people."

This year's E3 is looking to be a software-focused event overall. Sony already announced the PlayStation 4 console, leaving a software slate, final hardware design, and retail price for a potential E3 reveal. Microsoft just announced that its next Xbox event will take place on May 21, weeks before E3. The company later confirmed that software for the next Xbox would be showcased at E3 itself. And now Nintendo follows suit, leaving us with what should be a different E3 2013.

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Latest comments (6)

Daniel Hughes Studying PhD Literary Modernism, Bangor University9 years ago
This makes a supreme amount of sense. E3 has become increasingly less important , an increasingly less effective means of communication and increasingly less representative of the industry. All three format holders realise this to different extents. Nintendo have pursued their strategy in the longer term, and more consistently, through Directs and Miiverse as the best means of consumer communication and interaction. Conferences like iDEAME (ignored by many outlets) provide Nintendo with a clear avenue of communication and advertisement with independent developers who do, or could work on eShop, for example. Why attempt to please everyone in a one hour press conference, when you can spread your message across mediums, across several events a year? I think we're beginning to see signs of progress on Nintendo's shift in strategy.
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Private Industry 9 years ago
Probably the cheaper and better approach because I dont think there is any way for them to beat Sony and MS this year at the E3 conference battle. He kind of mist Europe he only mentioned the American market and Japanese audience.
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Rick Lopez Illustrator, Graphic Designer 9 years ago
This can actually work in there favor. Their presance at E3 will mean people will actually be able to play games, instead of being promised things that dont even exist or are not available. Its also more accesable to the general public. They wont be talking the walk, they will actually be walking the walk. Its not like they are coming to you promising stuff, its more like ... "Hey, we have these games".

Edited 1 times. Last edit by Rick Lopez on 25th April 2013 1:49pm

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Show all comments (6)
Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.9 years ago
I'm not surprised by this announcement. They've mentioned several times how effective and successful their Direct videos have become.

I do hope that it is scheduled near to their original E3 briefing conference. Same with the venue of choice. I'd hate to have to fly out of LA for a single day to attend their hands-on event, then fly back into LA to finish E3.
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David Radd Senior Editor, IndustryGamers9 years ago
As far as I can tell, this doesn't change the information that Nintendo will be presenting at E3, just the format. Though as far as game fans being "less interested in sales figures that investors and analysts on the other hand attach much greater importance to" he clearly doesn't read this site. :)
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Paul Jace Merchandiser 9 years ago
Like others this news doesn't surprise me. And to be honest, Nintendo hasn't had an interesting or good E3 conference in many many years. I can't even remember the last one that I found more than two interesting pieces of info. Nintendo Direct works for them so this is a smart move on their part. E3 should really be all about the games anyway, unless you have upcoming hardware due to release later that same year.
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