The world’s biggest gaming festival, E3 kicked off on June 12 at the Los Angeles Convention Center. The three-day video game expo drew more than 69,000 industry professionals and retailers from more than 100 countries, plus 3,250 products and video games from more than 200 exhibitors.
From a creative perspective, the show always draws eye-catching booths from publishers such as Nintendo, Bethesda, and Epic Games. While Electronic Arts and Microsoft chose not to host booths this year, and others such as Take-Two Interactive focused on stylish, meetings-only private spaces, others continued to create over-the-top designs inspired by popular games.
Here’s a look at 5 of our favourite!
- Epic Games
After developing one of the most popular games of 2017 in Fortnite, Epic Games expanded their E3 footprint this year with an eye-catching booth. The immersive space drew guests in with the Fortnite logo displayed in 12-foot letters. Below the sign was a custom-fabricated “battle bus,” a nod to the game.
At the Epic Games booth, fans could pose with props from Fortnite. Other photo ops included a green-screen activation where guests could hang on a custom-fabricated hang glider, and 3D mapping allowed them to appear in scenes from the game.
Other highlights from the two-story booth included 18-foot hot air balloons, a 100-pound disco ball, and a performance stage. The space was awarded the “Best Booth Design.
2. Take-Two Interactive
While Take-Two Interactive’s booth was solely for private meetings, the company still created a stylish, design-heavy space, intended to serve as a calm retreat in the middle of the packed show floor.
Inside, the one-story booth featured nine meeting rooms, a central courtyard, a cafe, a bar, a refreshment area, and a lobby. Screens displayed a blue sky overhead, and furniture offered comfortable, quiet spaces for meetings.
The booth stood out because, unlike other E3 booths, there were no demo kiosks or screens showing the publisher’s popular games, such as Red Dead Redemption 2 or WWE 2K. There was, however, one room devoted to Take-Two’s NBA2K. The stylish space had subtle basketball-theme artwork on the walls.
3. Frontier Developments
British video game developer Frontier Developments recreated scenes from its Jurassic World Evolution game for its booth. The booth depicted dinosaurs, chain-link fences, and broken-down cars – all of which proved to be popular photo ops throughout the week.
Attendees entered the booth through large wooden doors that evoked the movie and game – and drew attention on the crowded show floor.
PlayStation drew attention to its booth with a series of massive panels that showed off colorful images from a variety of its upcoming games – including Ghost of Tsushima, Spider-Man, and Death Stranding. Large mirrors allowed the artwork to be seen from all angles. Also in the booth, a massive screen played clips and trailers from the highly anticipated game The Last of Us Part II, and additional decor was inspired by controller buttons.
In another activation area, Facebook used mirrors for a photo op inspired by the new Spider-Man game. Fans could lay on a mural depicting the side of a building, and a large mirror above them created the appearance that they were hanging onto the building to escape the monster below. Additional promotions for the new Spider-Man game were scattered throughout the convention center, such as newspaper boxes with free copies of the fictional Daily Bugle paper.