Despite the cancelation of most gaming events this year, Xbox is the first company to get E3 right. Starting July 21, 60 new demos of unreleased games will be freely available on the Xbox One until July 27.
All demos will be part of the Summer Game Fest, which Microsoft announced as their alternative to events like E3 and Pax. Anyone with an Xbox One can play the demos for free from the safety of their homes. This is both safer and more accessible to the average person, which is what gamers have been wanting for years.
While E3, Pax, and gamescom are all exciting events, most people can’t afford to attend. Before E3 2020 got canceled, the basic-level Gamer Badge was priced at $165, and it only let you wander the show floor for the last two days of the event. It didn’t include lodging, airfare, or food, all of which combined could cost close to $1,000. And that’s without factoring in the price of merchandise, a novelty which even the most seasoned con-goer struggles to resist. By delivering brand new game demos to Xbox One owners digitally for free, Xbox gives part of the E3 experience to a broader audience while maintaining an aspect of exclusivity for their fans.
The Summer Game Fest Demo Event may also serve Xbox’s business interests better. Consumers get a taste of upcoming games at no expense to themselves, which can generate greater interest in the games. More interest in unreleased games may lead to more preorders and better sales. Better sales means happy investors and the potential to acquire more. Plus, demoing all the games digitally means Xbox doesn’t have to pay for any of the costs of setting up a showroom.
If Sony, Nintendo, and other big gaming companies want to stay competitive, they should consider doing the same. We currently live in an age where digital content is very accessible. These companies can reach wider audiences if they allow anyone who owns their consoles to preview upcoming games for free. Sure, attending events in-person offers greater spectacle and generally leaves a stronger, lasting impression on attendees, but it’s an unobtainable experience for the majority of gamers. Xbox’s Summer Game Fest is a step in the right direction for E3 and events like it.
