8 days and counting until I take off for the last hurrah of the summer – Penny Arcade Expo! I can’t think of a better way to wrap up the summer than with a trip to Seattle next weekend.
You see, as the kiddies (and kiddies at heart) let loose each year for summer vacation, the game industry steps into exhibition overdrive. Between conferences like LOGIN, E3, Comic-Con, China Joy, and the Edinburgh Interactive Festival – summer is a time for the business of play (not just play itself). Participating in these events is key to a game’s PR program, whether as an exhibitor, as a speaker, or in some other form. Activities as simple as booking media appointments to elaborate PR stunts are all in a day’s work during the summer (check out EA’s staging of religious protests at E3 in June as a way to promote their new game Dante’s Inferno – clever!)
These events are my favorite part of PR. I love the gradual build up to the big day/s and (nerd alert) the logistics. And, if I’m lucky, I get a few minutes to roam the show floor to check out the latest games for myself.
Our clients have been at all of these shows in some form or another, but I’m particularly excited for PAX. Why? It’s a consumer show, which allows you to interact directly with customers. Plus, this year’s Seattle show will be particularly important for the organizes, as it segues into the first-ever PAX East in March (in Boston)!
So, as the summer draws to a close with PAX, the game industry will soon enter another important time of year for the games PR machine – the fall/holiday release season. I’ve got goosebumps.