Breath of the Wild 2.
Breath of the Wild 2.
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How Nintendo approached the PR battle at E3 2019

  • Posted byby Dean Takahashi
  • Updated
  • 13 min

Nintendo brought up the rear in showing off new games at the 2019 Electronic Entertainment Expo, but it made a lot of noise last Tuesday with its Nintendo Direct livestream event.

Nintendo doesn’t have a live physical press event anymore, but it did have one of the biggest booths at the show in the West Hall of the Los Angeles Convention Center. There, it showed off games like Luigi’s Mansion 3, Pokemon Sword & Shield, and Marvel Ultimate Alliance 3. And it closed out the Nintendo Direct with a teaser trailer for the sequel to The Legend of Zelda: Breath of the Wild.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.