Nintendo will not be having a traditional press conference this E3, according to the company’s financial briefing. Instead, the company will be focusing on smaller and more focused events throughout the week, in a format similar to the company’s recent Nintendo Direct live-streams.
Nintendo president Satoru Iwata announced these changes during the company’s lukewarm financial reporting, adding:
First, we decided not to host a large-scale presentation targeted at everyone in the international audience where we announce new information as we did in the past.
Instead, at the E3 show this year, we are planning to host a few smaller events that are specifically focused on our software lineup for the U.S. market. There will be one closed event for American distributors, and we will hold another closed hands-on experience event, for mainly the Western gaming media. Also, I did not speak at last year’s presentation, and I am not planning to speak at these events at the E3 show this year either. Apart from these exclusive events for visitors, we are continuing to investigate ways to deliver information about our games directly to our home audience around the time of E3. We will share more information about them once they have officially been decided.
During the E3 period, we will utilize our direct communication tools, such as Nintendo Direct, to deliver information to our Japanese audience, including those who are at this financial briefing, mainly focusing on the software that we are going to launch in Japan, and we will take the same approach outside Japan for the overseas fans as well.
It’ll be interesting to see how this strategy plays out for Nintendo. On one hand, having multiple events throughout the week could allow the company to remain in the industry spotlight longer than, say, Microsoft or Sony. However, lacking a single tentpole press event could deprive Nintendo of the same mainstream media attention it usually enjoys during E3 week. And with Microsoft and Sony expected to reveal details about their new home consoles, Nintendo certainly doesn’t want to create a situation where it receives even less public exposure. It’s a risky strategy, and we won’t fully see how it works out until E3 2013 starts on June 11th.