Most of the Novy team from across the country attended E3 to help support 4A Games with their newest VR title ARKTIKA.1 and Level-5’s Layton’s Mystery Journey: Katrielle and the Millionaires’ Conspiracy. We all worked non-stop to make sure reporters and the public knew about the exciting developments of each game. Check out what our team did during the event and what they thought about it overall!

Novy Team

Alvin (PR Coordinator):

You always hear about E3 as a kid. The videos, pictures, and news of the wonderful world where developers would show off what’s new in their repertoire. Now, I finally got to see that world through the eyes of an industry attendee. It was insane to see the amount of people — now that the public was allowed to attend — at the venue and with good reason. There were so many new and exciting projects from companies all over that anyone would die to see.

My first priority was having reporters take a look at 4A Games VR title ARKTIKA.1 and assisting at LEVEL-5’s Layton Cafe event to help promote their upcoming title Layton’s Mystery Journey: Katrielle and the Millionaires’ Conspiracy. While working both the ARKTIKA.1 booth and Layton event were long, we knew that plenty of people who came by were excited about our clients’ games. While I have not personally played 4A Games’ Metro series or the various entries in the Professor Layton franchise, I have been personally intrigued to check out both games as soon as possible!

Alvin at Layton Cafe

During the times that I did get to explore the expo hall, it became increasingly difficult to try out any demos of new games coming out because of the amount of people there. I only got to try Sonic Forces, Sonic Mania, and the upcoming installment of one of my favorite visual novels, Danganronpa V3: Killing Harmony. Even though I only got to try those few games, it was definitely worth the time, and I think that’s what a lot of people felt at E3. Sharing the experience of gaming with others from across the world is what I felt really made E3 something special for all attendees this year.

Vanessa (Community Management Coordinator):

E3 is always a highlight of my year, it reinvigorates my love for games and for the industry I work in. This year was my 4th E3 and I can easily say it was the best E3 experience I’ve had. Having experienced E3 before, it being open to the public this year was a bit of a challenge for me because I just was not expecting the sea of fans I had to wade through. While this was a slight issue, the overall vibe of the show was of pure excitement from those demoing games and those getting a chance to play new titles for the first time.

E3 Dragon

I had the chance to work on behalf of 4A Games and this was really exciting to me because I am a fan of their previous series. Their first VR game, ARKTIKA.1, which we were demoing at E3 got a lot of fans of 4A Games and VR excited. ARKTIKA.1 feels reminiscent of the environment in the Metro titles and a lot of the media that had the opportunity to play really enjoyed the fast-paced demo. It was awesome seeing someone walk into the demo with anticipation and walk out with a giant smile on their face.

I also got to work on a really fun series that I am a new fan of, the Professor Layton series, with LEVEL-5 showing off their new title Layton’s Mystery Journey: Katrielle and the Millionaires’ Conspiracy. We put on the Layton Cafe at E3, which was an undertaking in itself, but the entire Novy staff put in a tremendous amount of work which really paid off. We had fans of the series join us for snacks, drinks, and puzzles in celebration of the new game. I also had the chance to work with media at the event and seeing those familiar with the previous Layton iterations just as excited for the new title was awesome.

Layton Cafe Puzzle

I didn’t have much time to see the rest of E3, however, I spent most of my time working but I did break away to walk the show floor and just take in everything that was new. As I’ve mentioned this year was very different from the previous years so it was interesting to see the new direction E3 is taking, and how excited all the fans were. Sadly, I didn’t get a chance to play ANYTHING at E3 (T__T) but I definitely have plans to pick up some games once they release. What made this E3 the best of the past four years; however, was getting to spend it with some of my closest friends and getting to meet new people and even some new faces from the Novy team!

Aaron (Account Manager):

E3 is an event I’ve just previously watched online or read reports of afterward. Some of the biggest companies attend this event and this year I was able to help a couple of them out!

It’s always busy at conventions. Many people shuffling from one meeting to meeting, while others are simply there to enjoy time with friends and play new titles. This was the craziest convention I’ve been to yet — it was even crazier than GDC! Since it was the first year that E3 was open to the public, there was an uncomfortable amount of people. They even opened the doors early because so many people were packed together that it became a hazard! I even saw some people running to try to get closer to the front of the 4-5 hour long lines when the doors opened on day 3.

Luckily, I didn’t need to wait in these lines or crowds. Instead, my time was spent split between helping organize the Layton Cafe, assist press over in the ARKTIKA.1 demo room, and attending meetings.

Aaron and Marcos at Layton Cafe

Days one and two were mainly spent helping the guys at NVIDIA with the ARKTIKA.1 demo. Learning what needed to be done and making sure things ran smoothly and equipment was functional is critical to keep those wait lines down to a minimum. For the booth this year, everything was a bit smoother since it was by appointment first. If there was open time, we might fill it in with another press member.

Day three felt crazy. I had to adjust my schedule to be on time due to a flat on my motorcycle on the way home the day before. The day started at 5 a.m. and had me getting to LA and helping manage the Layton Cafe. We’d all learned precise details in preparation and it was time to put things into action. We spent the morning prepping the area with Layton-themed decor and setting up the venue. It turned out to be a blast! I heard many people loved the event and liked solving the puzzles while they enjoyed a lunch.

Layton Cafe People

The last day was a bit different for me. While I usually manage equipment and make sure things run smoothly. I was able to see a portion of what Jeannie and Luis do at these conventions. It was definitely a new experience and has brought a new understanding of some of the other things that go on.

It’ll be exciting to see what we’re capable of as we continue to grow and get bigger.

Marcos (Playthrough Coordinator):

You know you’ve arrived in games when you are able to attend E3.I’m so happy that this is one large item on my bucket list that I can officially check off! Where should I begin? Well, I guess I should start at the beginning and work my way from there.

E3 Logo

Let’s start on Day One, or as I like to call it, Tuesday. E3 is big and I mean big with both main floors of the LA convention center packed with booths, demos, and people as far as the eye can see. I have to say I was very overwhelmed by it all. Nonetheless, I had to see it all and my first stop was at the NVIDIA Booth where we were helping 4A Games demo ARKTIKA.1 to the press. We were a bit overstaffed and I was not needed to help out, which gave my co-worker Brad and me the chance to dive into the show floor. We spent the day passing out flyers for the XPO Game Festival and checking out the great games at IndieCade.

Now onto Day Two and the Professor Layton Cafe. On that day I worked at the Professor Layton Cafe that was set up at Tom’s Urban in L.A. Live and it was awesome. Meeting so many fans of the game from casual players to the most devoted fans, so many people came out to show their love and support for the new addition to the series. Overall, my role was mainly helping people take pictures with the character cutouts, but it was still amazing to stand and chat with everyone about how they found the cafe and learn about their favorite characters.

Posing at the Layton Cafe

Finally the Third and Last Day of E3. On this day I was joined by Taylor on my quest to see everything. This day was dedicated to talking with vendors about XPO and trying to demo the games I most wanted to play. One of the coolest I saw was a company that is trying to bring 4D cinema chairs to e-sports tournaments and areas. These chairs were moving to a prerecorded Overwatch match jerking and shaking to the movements and attacks of the player on-screen. To make it even more awesome, there were air and water horses built into them that shoot off depending on the attack on-screen. But nothing compared to stumbling into a special live demo for the new Monster Hunter World game. I cannot go into details about what I saw but I will say that before this demo, I’ve was not a fan of the series. But after sitting in that room and watching the developers play the game, I am hooked!



Growing up, I would check out all sorts of gaming magazines like the Official PlayStation Magazine and Electronic Gaming Monthly (EGM) to find E3 coverage on upcoming games that I desperately wanted to play. Going to E3 has been always been a dream of mine and having the chance to go to E3 this year with the Novy team was definitely a dream come true!
My first day at E3 was certainly an eye-opening experience as I had realized just how massive E3 really is as there are swarms of people, demos, and booths everywhere! The LA Convention Center was just filled with excitement.

My E3 experience began at the Nvidia Booth where 4A Games’ had a demo of their upcoming VR shooter, ARKTIKA.1. When I arrived, I had the chance to meet up with some of the Novy E3 team members, where we discussed and finalized our “E3 missions” for the day. Filled with determination and joy, Marcos and I decided to explore all of the E3 exhibit halls!

Brad and Marcos

We first decided to explore the IndieCade where tons of indie developers had demos for their latest and upcoming game — which were a blast to play. It was great having the chance to learn more about the developers and to also chat with them about Novy. As we made our way through the exhibit halls, we also shared information about the XPO Game Festival in Tulsa, Oklahoma!

After a fun day filled with exploring, the next day of E3 was a VERY special event that I’ve been eagerly waiting for – the LEVEL-5 Layton series 10th anniversary celebration… the Layton Café! The Novy team put in so much love and work into creating the event and to actually be a part of it was just such a fantastic experience. Fans and media loved having the chance to learn more about the upcoming Layton series entry, Layton’s Mystery Journey: Katrielle and the Millionaires’ Conspiracy, enjoyed chowing down on delicious treats and solved challenging puzzles with one another. The event was a certainly a huge success!

People at Layton Cafe

My last day of E3 began with chatting with any indie developers and vendors that I didn’t have the chance to speak with on day one, but then later, I had free time to play some demos at E3. Even though I couldn’t check out all the games on my “to play list”, I still was able to play Ni no Kuni II: Revenant Kingdom (and took advantage of the awesome photo ops!), Dissidia Final Fantasy NT, Ys VIII: Lacrimosa of Dana, and surprisingly had the chance to play Destiny 2! My first E3 went by in a flash, but I know for a fact that it’ll always be a memory that I’ll never forget.


Working in the games industry felt like an unrealistic dream of mine for so long. And if working in games felt unrealistic, the notion of ever going to E3 for work felt like a downright fantasy. In the week after actually attending my first E3, I find myself still digesting all the sights and sounds found at the convention center this year. A lot of it was good – amazing even – and provided a bunch of new experiences for me as a professional in the games industry.

Helping out with the Professor Layton Event was so much fun! Everything ran fairly smoothly, all the fans and media personnel were extremely nice and very much into the event. Many Layton super fans ended up joining us and it was a joy to see them so excited to be at the Layton Cafe. There was food, puzzles, and even a little selfie area, it was all very unique and unlike anything I have worked on before!


The final day of E3 I spent inside the convention center looking for new clients and potential booths and exhibitors for Tulsa’s XPO Games Festival. Since this was the last day, the building was much less crowded, so it was easier to breathe and move around. At the end of the day, E3 remains to be this mythical gaming conference that makes you feel like Christmas has come early. Overall though I had a wonderful experience at my first E3 working for Novy Unlimited, and I can’t wait until next year’s expo.


For many gamers across the world, E3 is like Christmas. Being the pinnacle of video game marketing, the event itself is overflowing with the energy of a theme park – complete with colorful attractions and lines of people waiting for their turn to have fun. Being my third E3, this was a first for me as not a part of the IGDA scholarship program – originally a recipient and now a manager of it. IGDA Scholars no longer includes E3 as part of their roster, but E3 still holds significance for my agenda. As someone who specializes in journalism, marketing, and PR – specifically in games – E3 is a great opportunity for me to continue fostering friendships in the industry.

With a love for Nintendo games which dates back almost as long as I’ve been alive, naturally, my attention was mostly on the Big N this year. Nintendo certainly did not disappoint. Their presentation managed to hit all the right spots, successfully building more hype for the Nintendo Switch. There’s a lot to look forward to this year for Switch owners: ARMS, Splatoon 2, The Legend of Zelda: Breath of the Wild DLC, Mario + Rabbids Kingdom Battle, Fire Emblem Warriors, Xenoblade Chronicles 2 and – especially – Super Mario Odyssey. Reveals of new Yoshi and Kirby games, plus announcements of a core Pokémon game AND Metroid Prime 4 in development only adds fuel to the flame.

More Layton Puzzles

As Nintendo continued its E3 coverage with Treehouse Live and additional reveals of another Metroid for the Nintendo 3DS and new amiibos, my anticipation for visiting Nintendo’s booth grew. Super Mario Odyssey was the clearly the star of the show with Nintendo’s booth dressed up as New Donk City. However, with an E3 opened to the public for the first time in several years, Nintendo’s booth resembled that of a giant mosh pit more than anything else. People waited for up to four hours in undefined lines just to play 10-minute demos of Super Mario Odyssey. The crowds were a common complaint and although crowd control improved over time, it was clear that the ESA was ill-prepared for this influx. I only got to be hands-on with two games at E3 as a result – Super Mario Odyssey being one of them.

In my position as a social media coordinator for Novy, I was really happy to have been given an opportunity to work with Level-5 to plan and host the Layton café – a one-day event at E3 celebrating the 10th anniversary of the series and promoting the upcoming Layton’s Mystery Journey: Katrielle and the Millionaires’ Conspiracy. I’ve enjoyed Level-5 games since I’ve played Professor Layton and the Curious Village for the Nintendo DS, so it was an opportunity I couldn’t pass up. Our hard work paid off as the Layton café was a big success with media and fans alike. Personally, I helped with media interviews with Akihiro Hino and as a “puzzle master” – welcoming guests and providing “hint coins” (a.k.a. clues) for puzzles. Witnessing the excitement from fans as they soaked in the atmosphere was a very rewarding experience and something I’m glad I got to play a role in.

Erich at Layton Cafe 2

That night ended on a high note – literally – as I attended the Kingdom Hearts concert with Yoko Shimomura (Kingdom Hearts composer) and Tetsuya Nomura (Kingdom Hearts director) in attendance. Again I witnessed the enthusiasm of fans as they shed tears over a performance they never thought would come to fruition. I’ve never seen a more passionate audience for an orchestra.

I wrapped up the remainder of E3 exploring the parts of the L.A. Convention Center I did not yet explore. After a bit of dancing at the Ubisoft booth, I got to play my second demo – another Level-5 game, Ni no Kuni II: Revenant Kingdom. After defeating a dragon and taking my place upon the throne at the Ni no Kuni booth, the rest of my day was dedicated to meeting industry friends.

E3 was a fruitful time for me – particularly in rejuvenating relationships. The two games I was able to play left a favorable impression on me. Mario Odyssey is bringing back a beloved old 3D Mario formula with many fun twists and Ni no Kuni II’s revamped battle system is a welcomed change. E3’s lively atmosphere is contagious, but I particularly loved how Nintendo transported its visitors to the bustling streets of New Donk City – fitting considering the traffic this year. Nintendo proved that it is a good year to be a Nintendo fan. Having the chance to do event marketing for a Professor Layton title was the cherry on top. Until next E3, I’m looking forward to seeing how the year plays out.