Last night I ventured to a part of the city that is unfamiliar to me. Highpoint Shopping Centre to the immediate west of Melbourne’s CBD was a quiet place, as far as shopping centres go, at 7PM on a Tuesday evening.
But then EA flicked the switch on its First Play presentation booths, and the gathering of media and EA Community types blinked their eyes and prepared to get some hands on time with games almost ready for general release.
This is the first time Electronic Arts has taken this step in Australia, according to the EA Rep present on the night however, this kind of thing has been the norm in the UK for the past decade. “The First Play Tour is EA’s first experiential activation in Australia and allows Australian consumers to be among the first to play some of our biggest upcoming releases. We took learnings from our colleagues in the UK to enable us to bring to consumers in Melbourne, Sydney and Brisbane the opportunity to meet and greet EA staff and representatives, to get involved in their favourite games and ultimately to get hands on game-time with the likes of FIFA 13, Medal of Honor Warfighter and Need for Speed Most Wanted. We’re really looking forward to meeting them and allowing them to experience these titles sometimes weeks in advance of release. “ said Rob Davey, GM of EA Games Australia and New Zealand told iTWire.com.
The gamble is in the set-up and the possible reaction to any perceived flaw. And certainly Australians can be a fickle bunch, culturally different to our UK equivalents.
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