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Why the PS5’s E3 No-Show Is Brilliant for Sony – And Even Better for E3

Last Updated September 23, 2020 1:29 PM
William Worrall
Last Updated September 23, 2020 1:29 PM
  • Industry speculation suggests Sony won’t be at E3 2020.
  • This means that the PS5 will not feature at gaming’s biggest conference.
  • There are several reasons why this is actually a good thing for everyone involved in the show.

E3 has had its ups and downs, but it’s still one of the biggest events on the gaming calendar – even if it has begun to show its age. Last year, Sony pulled out of the conference, and it looks like they won’t be debuting the PlayStation 5 (PS5) there either .

The PS5 Doesn’t Need E3

Why skip E3? The internet has pretty much made it obsolete.

Social media makes building hype for new consoles ridiculously simple. All Sony needs to do is post cryptic information, and rabid fans go mental digging into it.

The PS5 logo was the most-liked picture on Instagram, despite being nothing more than an updated PS4 logo. Demand for the new console is already baked in; there’s really no reason to bother debuting it at E3.

ps5 logo instagram
This was the most-liked photo on Instagram, proving that the console marketing game has changed forever. | Source: Instagram 

It also makes sense for a company as big as Sony to debut the PS5 on their timeline – and their terms. That way, the focus would be entirely on their next-gen machine, and not split with the Xbox Series X.

What’s the point in spending so much money on a big event, as they did at E3 2018, when they have to compete for attention?

E3 Doesn’t Need Sony Either

Sony’s exit is even better news for everyone else who will be at E3.

The PS5 won’t siphon off attention from the Xbox Series X, which is sure to be at the show. More time and headlines can be devoted to the games from the numerous other companies in attendance.

Of course, that doesn’t necessarily mean that E3 will always work this way. The conference will likely continue to shrink as more companies embrace the internet’s built-in hype machine and question the merits of a showy – and expensive – conference.

No one should be surprised that the PS5 won’t debut at E3. It costs millions to display at the expo . Does anyone really get a true return on that investment anymore? Not when Twitter will do that job for you for a fraction of the cost.