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The Electronic Entertainment Expo is a magical event full of game announcements, demos, ear-destroying bass, and terrible food. It's the most highly publicized gaming event every year, but some companies don't remember that.
Every year, something ridiculous happens during E3. Here's a list of my personal favorites, starting with the poor Sega Saturn.
5) The Sega Saturn (1995)
In a moment of brilliance, Sega decided the best way to reveal the Saturn was to just...release it. To hell with all the exclusive demos and endless press teasers, Sega just wanted to roll the console out to select retailers the day after its press conference.
So, the Saturn hit stores the next day with a whopping three launch titles and a $400 price tag. Unfortunately, this was the first time Sega's grab for home console relevance felt desperate.
4) Konami (every year)
This is the second year Konami has opted to release a pre-E3 video outlining what it plans to show during the expo rather than holding an official press conference. Why? Likely because nearly every Konami event during E3 is an absolute shambles.
The company's last press conference was in 2010, which featured Ninety-Nine Nights director Tak Fujii's "extreeeeeeeme" presentation, pre-recorded Kinect dance footage, horrible NeverDead slapstick routines, and luchadores smacking up their announcer. Those lively moments were broken up by long, boring announcements for games that were later canceled (Bonk on Wii) or completely reimagined (Metal Gear Rising: Revengeance).
We weren't laughing with Konami in that cramped, sweaty theater in the L.A. Convention Center. We were all gasping in horror and shame as events unfolded.
Before this, Konami made another uncomfortable splash with a demo of the now-defunct Rock Revolution.
Yeah, I'd give up on live conferences, too.
3) Parking is free in North Korea and all THQ publicity stunts (2010)
Looking back at the amount of money THQ spent on E3 publicity stunts, it's not really a mystery why the company is facing financial troubles now. For the last two years I've gone to the show, THQ had a major presence in the parking lot directly across from the convention center.
In 2010, it was in full Homefront hype mode. Tanks, armored trucks, barbed wire, and seemingly armed troops patrolled the spacious parking lot across the street. Crisp banners hung everywhere, boldly stating that parking is free in North Korea.
Attendees could park in the lot for a limited time, but hey -- it was free!
That same year, a group of soldiers marched through the convention hall. Homefront was becoming a reality, you see. Those were Korean soldiers taking over E3! Pity the game couldn't live up to the amount of money THQ spent on marketing it.
The next year, THQ was back across the street, only this time it had girls in booty shorts offering to wash people's cars. Saints Row: The Third was plastered all over the convention hall last year, and during the show, THQ was holding a contest for a "free rim job" (you know, the sort where they pimp out your car).
Sigh.... While that is thematically more appropriate to the game, it was no less annoying to witness.
Bitmob staffer Alejandro Quan-Madrid actually parked in the THQ lot last year. Apparently, the girls didn't really clean his car. They just washed off a place on the hood then slapped a big magnet on it.
But they wore booty shorts!
2. Tecmo booth gets unplugged (2003)
In an event that likely triggered the 2006 E3 ruling that booth babes must be tastefully clothed, Tecmo became the first company in the show's history to have the power cut to its booth.
Tecmo basically ran a striptease event (in the guise of a fashion show) for Dead or Alive Xtreme Beach Volleyball. Every time Tecmo sent the girls out, the larger crowd around its booth grew. Hmm...I wonder why?
After warnings from fire marshals that the event could exceed the occupancy limit for the West Hall of the L.A. Convention Center, and after several complaints about the skimpy outfits, show managers pulled the plug on Tecmo's booth entirely.
John Inada, Tecmo's General Manager at the time, had this to say:
“This appears to be a case of being punished for being too popular. I’d like to apologize to the audience whose show was abruptly interrupted. Of course we understand that the fire marshals have a job to do. Despite the citation, we felt that everybody was well behaved and the safety of our crowd was never compromised.”
Tecmo did nothing wrong, obviously. People just like to see boobs.
1. Kinect name reveal event (2010)
Until another company hires Cirque du Soleil to perform during the event where it announces the name of a console accessory, Microsoft will forever win the "most ridiculous E3 moment" award. I was on a plane headed to L.A. while this event happened, but the Twitter aftermath was hilarious.
Apparently, people invited to the event (both journalists and attendees) received light-up cultist ponchos that corresponded to the lighting during Cirque du Soleil's performance. It was a mind-bending evening that was actually broadcast on cable networks around the world.
Microsoft dropped a hell of a lot of money on a commercial that evening, all with the purpose of showing how players will "connect" with the Kinect. For this, they will always be number one on this list.
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