The Electronic Entertainment Expo, the gaming industry’s boisterous annual convention, literally launched with a circus this week.
Microsoft fancied to unveil Kinect, the name of its new Xbox 360 motion-control system, with a lavishly bizarre invite-only Cirque du Soilel performance Sunday night that required attendees to don white satin ponchos.
Not to be outdone, “Call of Duty” and “Guitar Hero” publisher Activision hosted an epic three-hour concert on Monday night at Staples Center, featuring performances by Usher, Eminem, Deadmau5, Jane’s Addiction, N.E.R.D. and a bikini-clad dancer who straddled a pole over 20 feet (6 meters) in the air. The game maker also picked up the tab for all drinks and snacks.
Microsoft and Activision aren’t the only party animals at E3 this week. Despite a recession that has marked a surprising decline in revenue for the robust gaming industry, publishers and developers are reaching deep into their coffers to host indulgent E3 parties, dinners and concerts in hopes of garnering hype in the increasingly crowded marketplace.
“It’s quite difficult,” said party planner Jason Subia, who has been producing E3 events for nine years. “These kinds of events are mostly attended by people in the industry and the media who have really seen everything and done everything, so you constantly have to come up with new ways and new ideas to grab their attention and get your message across.”
Subia said an E3 event can range from $10,000 for a simple cocktail party to $1 million and higher for a star-studded concert. The most monstrous party Subia produced this year was Capcom’s bewitching “Dead Rising 2” bash on Monday, which featured undead dancers, table games and a performance by Swedish new wave band The Sounds.
“Entertainment-wise, while the level of sheer ostentation doesn’t approach that of the industry in its more youthful, hedonistic venture capital-driven days, it’s…