Customer Loyalty Rewarded at E3

Every year, the Entertainment Software Association hosts the Electronic Entertainment Expo (E3), an industry-only showcase of the hottest upcoming games and hardware in the videogame world. The conference, held at the Los Angeles Convention Center, is highly exclusive and widely covered by the gaming media, who offer the gaming population their only opportunity to get behind the scenes with the world’s leading developers and console manufacturers.

For several years, on behalf of our PlayStation® client (SCEA), Direct Partners has offered a select group of highly loyal PlayStation fans across the U.S. the ultimate gamer’s prize: a trip to E3, with hotel and transportation covered. Most important, they get a level of insider access that most hardcore gamers can only dream about. These fans attend the invitation-only SCEA press conference, where they are  among the first to hear the news about the most hotly anticipated games & hardware from PlayStation, with special guest stars and surprises.

Then, for three days, the show floor is open to the lucky winners, as they roam the convention center with all the media and industry vets who flock to Los Angeles every year for E3.  This year’s show coincided with the NBA championship across the street, bringing an additional 20,000 folks into the area for two of the three show nights.  For those who haven’t attended, the spectacle is indescribable.  Depending on your age and enthusiasm for videogames, it’s either the greatest show on earth or a nonstop assault on your senses — or both.  For our winners, it’s the unforgettable experience of a lifetime. For us, it helps keep the fans’ perspective in mind in all our CRM work.