by Elizabeth Tobey
For the first time in five years, I didn’t personally attend E3. While part of me was sad about missing out on such a usually huge event for me work-wise, the rest of me giggled with glee that I didn’t have to worry about trailers and appointments and booths and how I’m a germaphobe and detest shaking hundreds of hands.
Watching E3 purely as a spectator, with no proverbial horse in the game, was a breath of fresh air. It is, however, impossible for me to shed my (fairly cynical) perspective of the industry when I sit down to write about three trailers that stood out to me during the event. It’s so easy to critique negatively when you are sitting on the sidelines, but I know that every demo that went to E3 came with the baggage of long nights and perhaps some frantically couriered thumb drives with last-minute edits.
I’m going to start off by cheating a little bit and talk about the same game for my first two trailers. See, I have a problem with trailers that I can tell are fake: they either have gameplay I’m fairly certain was made just for the demo and therefore might never make it to the real game (so often it doesn’t) or somehow the dialogue is so forced and fake that I actually cringe when I hear it. Case in point is the gameplay trailer for The Division:
Don’t get me wrong. I applaud Ubisoft for showing off so much gameplay and I think it shows the game very well, but for god’s sake, people, gamers don’t talk like that to each other. When you are cooperating with your friend, you speak like a normal person and not in character. This doesn’t make me feel like I’m playing with my friends – it keeps making me realize this is a carefully scripted demo read by the devs to hit on the Key Marketing Initiatives for E3.
That being said, The Division absolutely nailed it with their cinematic trailer:
I don’t even really like cinematic trailers as representations of gameplay because – while they are great mood pieces and often artworks in their own right – they are CG, usually made by an outside agency, and so often the gritty mood of the piece (I’m looking at you, Dead Island cinematic trailer) does not carry in the slightest to the final game. That makes you even more disappointed in the end product than if you’d never seen the cinematic piece in the first place. But this trailer? I want to be a good guy (not the kind of good guy that when you think about it is actually a psychopath) and this trailer sells me on the desolation and the hope of the world they are creating.
Saving the best for last, The Crew continues to blow my fucking socks off. This year’s trailer, “Coast to Coast,” wins a special place in my heart not just because it used in-game footage that I felt was realistic and representative of the actual experience, but because it brought together the thrill of driving cars and made me absolutely giddy to do it online with my friends. The sheer scale of this game makes me want to play it right now thankyouverymuch – I have bought into everything this game promised and it’s a Day One purchase for me. The best part about me loving this trailer and game? I played it last PAX Prime and I was TERRIBLE at it. It was embarrassing. But that doesn’t matter. I need to play it, even if I’m the derpy pre-order Z4 that always gets smashed up, because that’s what friends are for and The Crew makes me believe that completely.
Elizabeth Tobey has been a Senior Manager of Interactive Marketing at Bioshock developer 2K and the Director of Global Communications at Defiance developer Trion Worlds. She is currently the Director of Marketing at Smule. You can read her thoughts on the gaming industry and other topics here.