2K Games Bails On E3, Too

2K Games Bails On E3, Too

Earlier this week Nintendo said it wouldn’t do a pre-conference keynote event at E3, though it’ll still have a booth there. 2K Games isn’t even doing that. A post on the publisher’s blog says they won’t be on E3’s floor.

“While 2K will not have a booth on the show floor at this year’s E3 conference, we will have a lot of great news coming your way this [autumn],” writes Ronnie Singh, a digital marketing director for the label. “Stay tuned for our live gameplay and event broadcasts to see the latest gameplay from our upcoming titles.”

Singh goes on to refer people to 2K’s Twitch and YouTube channels. 2K also has a robust social media presence (they’ve gotten NBA 2K to trend in its launch week each of the past three years) so it’s clear they think they can get their message out better and cheaper this way. Besides, gamers don’t attend E3.

I’ll miss the big red LED 2K sign, though, and the Sports Bar inside the booth. They had an enormous Borderlands statue out front last year (which was made for the preceding PAX East) and brought in a destroyed bus where I did an interview for Spec Ops: The Line. The set for what was then known as XCOM was outstanding. All of that stuff costs money, and none of it is seen by those who buy the games that make them money.

E3’s relevance has been bemoaned already. Last year’s was the least interesting expo I’ve been to in my short history of covering it. With a console maker reducing its E3 presence and a major publisher bowing out altogether, the trend suggests the industry values expositions more, like Penny Arcade’s, like Comic-Con, where fans actually can see all this neat stuff, and not have it reported to them.

2K This Spring [2K Games]

Image by diametrik|flickr


  • It seems like E3 is a bit of a dinosaur in the digital age. When press conferences and trailers are delivered online in real time, the only actual appeal for E3 seems to be demos and “the glamour”.
    Publishers can control the environment better during closed-door press reveals anyway … and, cynically, will probably be able to come up with better goodies bags for invited media.
    A larger presence at fan-centric expos – where they have a chance to talk to non-gamers – certainly makes sense to me.

  • Well, one of their big games already came out, and GTA V (which they are distributing) will get big attention regardless of whether or not it is a E3 (and Rockstar can probably market that by themselves). They’re probably thinking that they don’t have any big announcements ready by E3 – so there’s not much point in going.

  • The Next-box and PS4 have been announced I expect this E3 to be kind of quiet from the 3rd parties. Next year or perhaps the year after when they have some saturation we’ll see a big E3.

  • I hope e3 still gets booth babe stories after it and how all the femenists find it wrong and all the good and funny stuff lol. But by the looks of it, now I’m really more curious who will actually show up. Perhaps this is an opportunity for smaller companies to rise up?

Show more comments

Log in to comment on this story!