Lynne d Johnson



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05.19.05 01:43 PM

Room Service Productions E3 2005 Report

E3 Expo Jumps Off in the City of Angels

May 18, 2005 Brooklyn, NY- The epicenter of the gaming world from May 17th- 20th will be in Los Angeles, CA as the E3 Expo jumps off. The E3 Expo is THE convention for the gaming world. Publishers and developers large and small will be hitting the convention floor to showcase their products. This year's E3 will be a big one for hip-hop as various titles infused with the Hip-Hop aesthetic will be drawing a lot of attention. Snoop, 50 Cent and Ecko all have titles scheduled to drop in 2005 and will no doubt use the E3 to begin the marketing onslaught.

"This is our third year attending the E3 and we have seen the vibe change considerably," says Room Service Director of Business Development Greg Trani. "In 2003 we put in a lot of work trying to sell publishers on the value of marketing to a Hip-Hop audience. This year we anticipate more publishers looking to reach out to us to help broker some deals to bring in those Advergaming dollars." Indeed the market has changed as the gaming and music industry realize their audiences are more similar than not. Getting hot and relevant music tracks and images can bring much added value to many video game titles. Most recently there has been numerous hip hop music and lifestyle websites discussing the announcement of multi-platinum rapper The Game doing the title track for Madden 06'. Kevin Gill Global Brand Manager and Soundtrack Supervisor of the upcoming 25 to Life says 'In making 25 to Life this year's definitive urban online title, Room Service has proven to be one of our finest partners in supporting that vision."

Moreover, there is a question of how are these publishers going to make sure they are getting the most out of their new found partnerships with Hip- Hop's ruling class. "We feel that we understand the natural link between the two worlds. It has always been there," added marketing veteran and avid gamer Doug Nyce of Room Service. "Madden picked up on it a while ago and has secured an incredible market share. Hip-Hop is more than the music, it's a philosophy. Once you understand that; the bond between Hip-Hop and Gaming is elementary. We get it." "Room Service's access to key brand partners and deep understanding of tactical urban marketing supports our mission of providing exceptional design, production, and marketing-related services to our publishing and development partners," says Mike Betti of Highway 1 Productions.

The current game-console generation saw the emergence of video games as part of the pop-culture phenomenon. Halo 2's $125 million first-day sales surpassed Spider-Man's movie box-office opening-weekend sales record of $115 million. The buzz this year is all about next generation consoles. Playstation is said to be unveiling its PS3 as well as wallow in the success of its ultra cool PSP. Microsoft will be debuting its next generation, Xbox 360 a little bit before E3 live on MTV. There is also talk of Nintendo bringing its popular DS console online as well as possibly giving a sneak peak at their Nintendo Revolution set to launch in 2006.

Room Service Productions, Inc.

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