Rebirth 08: Can a mobile game company also build a tech empire?

March 2, 2009, 7:00 AM.

Long lines have formed on the streets outside the Los Angeles Convention Center.

The queue stretched from the main entrance all the way to the street.

It occupied three or four city blocks.

Game enthusiasts from all over the world gather here.

We eagerly await the start of the annual gaming extravaganza.

Among the crowd were players wearing T-shirts of various colors.

There were media reporters carrying cameras.

There were industry professionals wearing work badges.

There were also many ordinary spectators who came purely to watch the spectacle.

"Microsoft's motion-sensing devices this year are so cool!"

"I'm more looking forward to God of War III; the scene in the trailer where Kratos fights the Titans was absolutely awesome!"

"I heard Nintendo is going to announce a new handheld console?"

"Come on, they didn't say anything at yesterday's press conference. I guess we'll have to wait until next year."

The air was filled with excited conversations and the clicking of camera shutters.

And the occasional bursts of cheers.

7:30 a.m.

Lu Chen and his group walked through the crowd.

Walk towards the exhibitors' entrance.

Wu Zhixuan specially put aside his Voyager company affairs today to come and help.

He was carrying a backpack containing a laptop and some promotional materials.

"There are so many people."

Jiang Chang looked at the densely packed queue in the distance and couldn't help but sigh.

"E3 is, after all, the biggest event in the global gaming industry."

Wu Zhixuan pushed up his glasses.

"Where is our booth?"

"West Wing, Room 5278"

Susie examined the booth map in her hand.

PS: Attached is a floor plan of the South and West Halls of the 2009 E3 game expo.

South Hall:

West Wing:

"Go this way."

The four people passed through security and entered the venue.

Unlike the hustle and bustle outside.

The exhibition hall was still relatively quiet at this time.

Only the staff of each exhibitor were busy setting up their booths.

The West Wing is indeed smaller than the South Wing.

But it is still spacious and bright.

Rows of standard booths were neatly arranged.

Several major manufacturers' giant booths are undergoing final adjustments.

"Look over there."

Jiang Chang pointed diagonally forward.

not far away,

Sony's booth occupied a large area.

A huge PS3 logo hung above the booth.

Multiple screens are playing game trailers.

The booth was designed in a futuristic silver-gray tone.

Several staff members in uniform are testing the demo equipment.

The Capcom booth is nearby.

The Resident Evil logo on the signboard is particularly eye-catching.

A scene from a game town was set up on the booth.

There were even actors playing zombies rehearsing their positions.

Previously, major companies like Sony, Capcom, Nintendo, and Activision Blizzard...

They will all be arranged to stay in the South Wing.

However, the 2009 E3 gaming expo returned to the large-scale expo format.

However, compared to the grand event before 2006.

It's still much smaller in scale.

The Kentia Hall, which was previously reserved for small and medium-sized game developers and hardware manufacturers, was not used this time.

Therefore, some major companies were arranged to be located in the West Hall this year.

This severely squeezes the survival space of small and medium-sized game developers.

"Their venue is huge."

Jiang Chang swallowed.

Lu Chen patted him on the shoulder.

Don't be scared.

Big companies have their own way of doing things.

Small companies have their own space to survive.

The four continued walking forward.

It was in a corner at the back of the exhibition hall.

We found booth number 5278.

9 square meters.

When you actually stand in front of this area.

Jiang Changcai then intuitively realized how small this number was.

A standard-sized folding table, two plastic chairs, a power strip, and a network cable interface.

this is all.

Next door is a small company that makes gaming peripherals.

The booth was filled with all kinds of mice and keyboards.

Next to it is an independent game studio.

The poster features pixelated characters.

"Let's start setting up."

Lu Chen made the first move.

"Jiang Chang, hang up the poster."

Susie, bring out Conquer Online 1.

"Old Wu, help me connect the power."

The four of them acted quickly.

Jiang Chang unfolded the meticulously designed poster.

Secure it to the booth backdrop with double-sided tape.

The grass blocks from Minecraft and the Wilson character from Famine.

It immediately brought life to the otherwise monotonous booth.

"Put it straight, and make the left side a little higher."

Lu Chen was giving instructions.

Susie took out eight Conquer Online 1s from her bag.

Four black and four white pieces were neatly arranged on the table.

Each phone comes pre-installed with Minecraft and Famine.

Lu Chen and Wu Zhixuan connected the power supply.

Plug the charger into the socket under the table.

Make sure your phone has a full battery.

"This phone is really beautiful."

A young staff member from the next booth peeked over.

"Is this your company's new product?"

"Yes, Conquer Online 1, for smartphones."

Jiang Chang proudly introduced.

"Our game is installed on it."

"cool!"

The other person gave a thumbs up.

Wu Zhixuan was busy assembling a simple display stand.

There were brochures for Minecraft and Famine on it.

There are also some keychain souvenirs printed with the company logo.

"The museum will open in fifteen minutes."

Lu Chen glanced at the time.

"Check it one last time."

Jiang Chang started a Conqueror 1.

Enter the Minecraft demo save file.

Inside is a meticulously constructed medieval castle.

He then examined "Famine".

Ensure the game runs smoothly.

Wu Zhixuan looked around.

His gaze swept over the passing staff.

He has another task today.

Find suitable game development talent.

After all, Lu Chen had given him two design documents.

It requires a top-notch team to achieve this.

"Are you under a lot of pressure?"

Lu Chen noticed that Jiang Chang kept staring at Sony's booth.

"A little."

Jiang Chang honestly admitted it.

Their resources,

We don't even have a fraction of that."

"But we're just as good at the game as them."

Wu Zhixuan interjected.

"Minecraft's current sales and reputation"

This is phenomenal even within the entire gaming industry.

"Old Wu is right."

Lu Chen patted Jiang Chang on the shoulder.

"E3 is not just about who has the biggest booth."

It's a competition of whose game is more fun.

We have that confidence.

At 9:00 a.m. sharp, the exhibition hall doors officially opened.

In an instant, the crowd surged in like a tidal wave.

The once empty exhibition hall was quickly filled.

The noise suddenly increased by several decibels.

The crowds all flocked to the large factory booths at the front of the South and West Halls.

Long queues formed at Microsoft's motion-sensing device experience zone.

Three or four layers of people surrounded the demo screen for Sony's God of War III.

Nintendo's press conference yesterday received a lukewarm response.

However, the demo of New Super Mario Bros. Wii still attracted many loyal players.

The crowd surged past,

Almost no one noticed the tiny 9-square-meter booth in this corner.

Occasionally, someone would pass by and glance at the poster.

They then hurriedly headed towards a more bustling area.

Should we greet them first?

Jiang Chang was getting anxious.

Be patient.

Lu Chen said calmly.

"Someone will find out eventually."

Jiang Chang tried her best to keep smiling.

He nodded to everyone who passed by.

Susie was tidying up the promotional materials on the table.

Wu Zhixuan continued to observe his surroundings.

Time passed second by second.

At 10:30 a.m., the number of people in the exhibition hall reached its peak.

Long queues formed in front of the Sony booth.

The queue of players waiting to experience God of War III circled around several times.

On Capcom's side,

The demo area for Resident Evil was filled with screams.

At the booths of Nintendo and Activision Blizzard.

It was also surrounded by a large crowd.

They were all eager to experience the new game.

Or take photos with the showgirls at the event.