A gaming festival. A reimagined “E3” press conference. 

All live from Hollywood with fans at the forefront.

THE CHALLENGE

By 2019, EA’s traditional E3 press conference format risked feeling outdated. The challenge was to evolve their flagship broadcast into something fresher: a fan-first experience that blended live festival energy with global broadcast polish. And when the pandemic disrupted in-person shows in 2021, the challenge shifted again to how to keep EA Play engaging, global, and authentic for fans at home from a remote-first setup.

THE RESPONSE

We partnered with EA’s global events team to reinvent the show format. Out went the traditional stage presentations and stuffy execs talking numbers, those were replaced with gaming hosts who spoke directly to players at home. Fans were pulled front and center into the live Hollywood festival experience, amplifying energy and authenticity.

In 2021, we adapted again, producing a dynamic LED studio show hosted by WWE superstar and gamer Xavier Woods (aka Austin Creed). Guests “dialed in” from around the world, with interactive elements, accessibility features, and seamless global localisation ensuring EA Play stayed both inclusive and culturally relevant.