E3 2010 Ubisoft Press Conference

What decade is it again - the 1970s? I ask this for what just went on during Ubisoft’s press conference was totally psychedelic, dude, even discounting the fact that the host, Joel McHale of “The Soup,” apparently took his part in the proceedings very, very seriously and quite possibly ingested beforehand a wide assortment of magic mushrooms.

In any case, let us just linger on for a moment on these fantastic quotes I pulled from the show - a veritable checklist of games marketing bullshit:

“Games you can feel.”
“Full body experience.”
“A magic inner journey.”
“The mind and body are controllers.”
“The player is a design pillar.”
“Playing in the real world.”
“Feel the magic of my environment.”

McHale’s off-kilter performance equally reminded me of a story from CVG’s Vernon Kay, called “How NOT to host a games event” (Kay’s list delightfully also includes what can be classified as the Pong Trap.)

The host’s constant barrage of sarcastic interjections and one-liners came relatively close to Jamie Kennedy’s classic E3 2007 Activision press conference, which he started off with “This is exciting. We’re at E3 and… I just wanna say… this place is the only place… that makes the guys at ComicCon… look like Ocean’s 13.”1, instantly breaking Kay’s final rule of “Assume your audience are a bunch of closeted shut-ins.”

Another example of game-changing hosts is Jay Mohr, who single-handedly soured the 13th Annual Interactive Achievement Awards. You can watch his potty-mouthed performance at Joystiq - this was a show after which 3D Realms’ George Broussard asked for his contract terminated “so he *never* does another AIAS awards show.”2

The difference between McHale on the one hand and Kennedy and Mohr on the other, though, is that McHale actually focused on the relative ludicrousness of Ubisoft’s line-up instead of lingering on the apparent deficiencies of the crowd and the industry overall.

This minor detail made for vastly more amusing a show!

  1. http://www.gametrailers.com/video/e3-2007-activision/22401 []
  2. http://twitter.com/georgeb3dr/status/9321107453 []