Bethesda wins the attention war by blasting marketing rules for Doom, Fallout 4

LOS ANGELES — Bethesda Softworks got the Electronic Entertainment Expo (E3) off to a rousing start on Sunday evening with a huge fan and press event at the Dolby Theater in Hollywood. At the famous venue for the Oscars, the publisher unveiled the new Doom, Fallout 4, Battlecry, Dishonored 2, and a big surprise with the Fallout Shelter mobile game,

Each new demo brought roars of applause from the fans, who were included as a big part of Bethesda’s first-ever E3 event. Pete Hines, the vice president of PR and marketing, was the emcee and helped orchestrate a lot of the strategy behind the revelations of the games. He said the team debated hotly how and when to make big revelations about its upcoming titles.