E3 has been the pre-eminent event in the videogame industry for decades. Every year, tens of thousands of industry colleagues (and now fans) descend upon Los Angeles for the world’s most important showcase of what’s happening now and tomorrow in videogames. But, with the pandemic still raging, this year’s show was transitioned into an all-virtual event – and we’ve been working behind-the-scenes with the Entertainment Software Association (ESA) and our colleagues at Motiv on PR for months.

We’ve kept tight lipped about it out of necessity, but now that we’re live with official details on E3, we can FINALLY talk about our involvement working with the iconic videogame tradeshow.

Months ago, we coordinated with our friends at Motiv PR to begin a joint project with the ESA, the leading body of representatives and lobbyists for the videogame industry. The ESA also hosts E3. After the show’s cancellation in 2020 due to Covid-19, we were pumped to hear that the show would happen in 2021 and eager to be a part of the planning and strategy.

Hundreds of hours of planning, hard work and collaboration with our partners at Motiv have already been invested as we helped craft E3 2021’s key messaging, sprawling PR plan, in-depth media strategy and more. We drafted the initial press release meant to unveil the various exhibiting partners and details regarding the transition to a virtual show. It was a long process with many parties needing to approve and provide feedback, but eventually we had a final release and plan and were able to reveal the news officially on Tuesday, April 6.

Our media list for this announcement was gargantuan. We went far and wide, canvassing nearly every gaming, tech, entertainment, B2B, broadcast, business and mainstream media outlet around the world for proper contacts for the news. We also prepared a massive pre-pitching effort to some of our closest contacts where we provided the news under a strict embargo – this helped us establish relationships with these targets and bring them into the huge news we were preparing to get our there.

Once we got the greenlight to send out the press release, we steamrolled ahead with one of the largest media pushes Wonacott has ever performed. The results speak for themselves. The official E3 news dominated that day, and opened a staggeringly large conversation across comment sections and social media platforms. Needless to say, there was one hell of a coverage report coming.

We’ll spare you the intimate details – there’s a lot of them – and get to the meat: coverage! Here’s a look at some of the top hits we secured:

And that’s just the tip of the iceberg. So far, more than 1,000 outlets around the world have covered the news and that number is growing daily. Absolutely. Insane.

We’re proud to be a part of this and really look forward to helping the team continue throughout the year as we race towards the event in June. If you have any questions about E3 2021, let us know.  We’ll have much more to reveal and coordinate between now and the show. Stay tuned for more!