Nintendo Cancels E3 Press Conference, Will Try Different Strategy

Nintendo to Focus on Smaller Media Events as Video Game Market Enters Transformation

by Anton Shilov
04/24/2013 | 11:57 PM

Nintendo said on Wednesday that it would not host a big press conference this year at the Electronic Entertainment Expo (E3) trade-show this year. The firm wants to focus on several smaller events given the fact that it has no new hardware to announce. Moreover, to communicate the information to its Japanese customers through media resources, such as Nintendo Direct.


In the past, Nintendo invited reporters, investors, analysts, industry partners, such as software publishers, and distributors who attended E3 to its large-scale presentations. The company used them as a communication tool in which we broadcast our presentations on the Internet to reach out to video game fans around the globe. Nintendo decided not to host a large-scale presentation targeted at everyone in the international audience as it did in the past.

“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,” said Satoru Iwata, the president of Nintendo.

At this year’s E3 two of Nintendo’s arch-rivals – Microsoft Corp. and Sony Corp. – are planning to unveil additional details about the Xbox Next as well as the PlayStation 4. Both companies will host several large press conferences, which means that even if Nintendo had a big press conference planned, the competitors would steal all of the media attention from Wii U. Therefore, it simply makes no sense for Nintendo to have a large presence at the E3.

"We will use E3 as an ideal opportunity to talk in detail mainly about the Wii U titles that we are going to launch this year, and we also plan to make it possible for visitors to try the games immediately. As a brand new challenge, we are working to establish a new presentation style for E3," added Mr. Iwata.