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Why EA Play Was WAY Better Than E3

Why EA Play Was WAY Better Than E3

EA decided to buck trends at E3 2016. Instead of going for its own booth, the company rebelled. It set up shop about two blocks away, at the Novo by Microsoft. People could go hands-on with EA games, speak with developers about titles, and enjoy themselves in a structured and organized environment. The question is, did EA do a better job preparing for and organizing its event than E3 did? In many ways, it did.

It all began with getting into EA Play. EA had booths set up across the street from the event, where people could provide their QR codes and receive a wristband and swag bag in return. The lines were orderly and, at the point when I arrived on Tuesday, June 14, non-existent. Security was on-point, so even though you had to go through a metal detector and perhaps have someone peek into your bag, it was a one-and-you’re-done scenario. I was through the checkpoint in less than two minutes, free to roam through the entire event.

EA Play wasn’t as flashy as E3. The booths didn’t go above and beyond to impress. Instead, it focused on practicality. The back of everyone’s badge had a map of the venue, showing you where to go for Battlefield 1, FIFA 17, Madden 17, NHL 17, and Titanfall 2 . It was crisp, clean, and well organized.

Efficient, too! Once you arrived in a line for a game, an EA representative would come by and scan your wristband. There was a QR code inside of it, allowing them to immediately register you for various presentations or events. You knew right away if you were getting into that showing and play session, and even the popular Battlefield 1 line moved swiftly, due to 64 players being allowed in at a time. Both the demos for it and Titanfall 2 , the two games I played, were comprehensive and substantial, taking us through actual multiplayer matches. We were seeing near-finished products that were clearly indicative of the final experience.

It also felt like EA was doing its best to make everyone happy. The Swag Bag I mentioned earlier had a ticket in it for a free sandwich and drink, which could be redeemed at a counter on the first floor of EA Play, and then taken to savor either on the second floor or in a place of your choosing. It wasn’t like E3, where you were at the mercy of overpriced food trucks or Los Angeles Convention Center food. You received something satisfying and, again, there were no lines.

Why EA Play Was WAY Better Than E3

The rest of the EA Play incentives were doled out as swiftly. Battlefield 1 gave people World War I style dog tags with the name of the game and their Gamertag on it. Titanfall 2 gave away t-shirts. While the jewelry was the more time consuming of the two items, even that was given away without delay. No small feat, considering again that 64 people from the demo session lined up for one after exiting the booth.

EA Play wasn’t flashy. It wasn’t exactly star studded on the day I visited either. What it was, was competent. EA delivered an event that was well organized, showed its games well, gave us some memorable items for our trouble, and fed us, all within a secure, clean, and comfortable environment. We were able to play great games with minimal delays. I can only hope that not only EA does this again, but that E3 and its attending companies mimic the experience by making their lines more swift, halls better organized, and supplemental materials as easily given to attendees.

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