E3 2011 – The Trailer is Back!!
The games industry is in rude health if E3 2011 was anything to go by. If the event is regarded as a barometer of health for ‘AAA’ titles, then the outlook looks sunny judging by the amount of new games that were competing for space at the Los Angeles Convention centre.
More than ever, this year’s event was a return to the industry’s glory days as it seemingly emerged from the difficulties of recent years by creating one of its most extravagant shows yet. When RealtimeUK attended the event, it was difficult to avoid the pre-rendered trailers that blasted out from every screen and sound system to the event’s 45,000 visitors.
With development costs so high and competition so tough, publishers weren’t taking any risks in ensuring that their latest games were launched with as big a fanfare as possible. And what better way to achieve it than commissioning a great trailer to help distinguish their product from the competition?
‘Hitman: Absolution’, ‘Prey 2’, ‘Brothers in Arms: Furious 4’, ‘Deus Ex: Human Evolution’, ‘Tomb Raider’, ‘Saints Row 3’, ‘The Witcher 2’ and ‘Halo 4’ were just some of the new titles to feature impressive trailers. With so many on-line channels through which their audience can now view them, the publishers who commissioned them were evidently keen to maximise the ways in which they are now able to grab the attention of their audience.
The volume of commissioned trailers displayed were not only testament to the health of the overall industry, but to the faith that the publishers have in their success of their products. Developers who attended E3 this year without a trailer for their game will be at a disadvantage.
Dave Culinane, MBA
Account Director
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