E3: Take a Virtual Tour of the Gaming Mecca

Ogilvy West's Peter Kang Is There

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The annual E3 convention is, of course, every gamer's dream conference. We couldn't go because we were busy twittering Ad Age's Madison Vine Conference. But if you can't go, you better hope a guy like Peter Kang can. The Ogilvy West group creative director and his team at Ogilvy Digital Labs are videoblogging it, and we'll be posting all the reports on DigitalNext.

Here, they talk to the EA folks behind NBA Live 2009 about a pretty cool feature that shows just how closely video games are being integrated with real life. It takes the typical sports-game formula of using real-life players and adds dynamic player stats and scouting information throughout the season to better mimic a player's real-life behavior.

So, for example, when Pau Gasol was with the Memphis Grizzlies, he was used primarily as a pick-and-roll man; when he was traded to the Lakers, he became more of a post-up player. Such a midseason behavior change would be reflected in the game.

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