Early Reveals Killed the E3 Surprise

We are less than two weeks away from E3 2015.  It is an exciting time as everyone from video game aficionados to casual fans speculate on what's in store for the show.  During these two weeks, rumours, predictions and even leaks spread across the web like wildfire due to increased levels of interest in E3.  To combat third-parties from leaking their lineups for E3, some game companies adopted the practice of revealing some of their titles in the weeks leading up to the show.  Some people love getting these reveals early because it keeps the games from getting lost in all the hustle and bustle of E3.  On the other hand, these early reveals kill the element of surprise that is a key part of the show's success.

Let's take a trip down memory lane.  What E3 moment made you fall in love with following the event from beginning to end each year?  It certainly wasn't for leaked/revealed games like Titanfall, Gears of War: Judgment, Beyond: Two Souls or Call of Duty: Black Ops 2.  It was surprises that made your jaw drop, got you to sit back in disbelief and possibly left your crying tears of joy.  Some moments that come to mind include Shigeru Miyamoto appearing onstage wielding both the Master Sword and Hylian Shield at the Twilight Princess reveal, the legendary Metal Gear Solid 4 trailers, the return of Kid Icarus and Sony's PS4 reveal.  Everyone has a moment that stands out in their mind, but they all have one thing in common: the element of surprise.

By revealing games early or making these secrets vulnerable to leaks, these companies are hurting the show that serves as a massive marketing push for their products.  Seriously, a product's showing at E3 can make or break it.  Case in point, look at the success of Watch Dogs and Destiny or even the continued struggles Microsoft faces with the lagging sales of the Xbox One.

Speaking of Watch Dogs, nobody knew anything about the game or even the fact that Ubisoft would unveil a brand new property at the end of their E3 2012 press conference.  The surprise of the game's reveal coupled with the scarcity of information about it started a frenzy surrounding Watch Dogs.  In the end, it lead to one of the biggest disappointments of 2014, but not before selling millions upon millions of copies.

Now look at Fallout 4.  Yes, the game's existence has been one of the worst kept secrets in gaming history, but that is beside the point.  Fallout 4 was all but confirmed before Bethesda dropped the trailer earlier this week.

Now, just imagine if Bethesda waited until their E3 press conference this coming July 14th, where hundreds of journalists and millions eyes around the world would be focused on this one event, to reveal the Fallout 4 trailer.  It's not hard to image the audience, both live and at home, would have lost it and Bethesda would have seen a dramatic spike in interest for the game.  By trying to get ahead of third-parties, Bethesda has missed out on a golden opportunity and took a great surprise away from the biggest event of the year for the video game industry.

As much as E3 is about impressing investors and marketing products to a worldwide audience, it is about the gamers.  We are the audience that tunes in every year hoping to be surprised, entertained and ultimately excited for the future of this industry.  Taking the surprises out of E3 only leaves people feeling disappointed.  My advice to game developers and publishers: resist the urge, keep your secrets close to your chest and make E3 2015 an event we will never forget.