The annual Electronic Entertainment Expo (E3) has concluded in Los Angeles, but the reverberations from the event were felt far and wide on social video. Whether brands and creators were present or not, platforms like YouTube, Facebook, Twitter, and Instagram made for quite a bit of conversation around the gaming industry’s largest event of the year.
According to data from video measurement company Tubular Labs, E3-related videos generated over 474 million views across platforms from just June 10-14 — with over half of those (259 million) coming from YouTube alone. And in a year where the Avengers already seemed to own popular culture, that trend continued at E3 with a bevy of information around Square Enix’s Marvel’s Avengers game.
The official trailer, released by Marvel, was the most-watched video from E3 at 12.3 million views, and GameSpot‘s video around the game was third at 3.8 million. Marvel Entertainment and Marvel Avengers accounts also published videos composed of some of the initial footage from the game, both of which placed among the 10 most-watched E3 videos too. Two additional Avengers videos appeared among the top 20 E3 videos (from Gamespot and Marvel Entertainment) further down the list.
Not to be completely outdone, Nintendo also made a splash with its typical Nintendo Direct event — which earned 3.3 million views (fifth among all E3 videos). However, that was slightly edged out (in terms of total views) by Nintendo’s own news around its new Zelda game, Link’s Awakening. The Japanese Twitter video around the new Animal Crossing release slated for early 2020 sat just outside the top 10 at 2.1 million views. With 19.8 million views on 76 uploads, Nintendo’s YouTube page was also the second-most watched creator around E3, only trailing Gamespot’s YouTube page (22.8 million views).
Speaking of Gamespot, the gaming site (as always) managed to be all over many of the top stories from the event. Gamespot had five of the top 20 E3 videos, including the aforementioned Avengers post, trailer premieres for Watch Dogs: Legion and Ghostwire Tokyo, Keanu Reeves’s appearance on stage for Cyberpunk 2077, and an additional reveal trailer for the Avengers game.
Some of the other top creators for E3 included Marvel Entertainment (third, with 14 million views), IGN’s YouTube page (fourth with 12.5 million) and Gamespot Trailers (fifth with 8.3 million). PewDiePie was the lone “influencer” among the top 20 or so creators. His only video, summarizing the entire event, collected 4 million views — good for second overall for E3 content.