E3: Booth models, pro or con?

E3 model representing EverQuest 2 game character Fiorina Vie at Sony's booth. Credit: Kirk McKoy / Los Angeles Times

In Japan, they're called "event companions." In the U.S. at auto shows, they're known as "product specialists." At E3 this week, game companies are calling them "models."

Most people, however, refer to them by a less genteel term -- booth babes. They have been a staple of the video game industry's biggest convention for years, drawing crowds of men who jockey to get their pictures taken alongside the barely dressed women.

In 2006, the Entertainment Software Assn., which puts on E3, banned models from wearing "bathing suit bottoms" and striking "sexually provocative" poses.

This year, the models are back at E3, alongside the lavish booths and jumbo screens.

Not everyone is rejoicing. Some executives believe the models propagate the notion that video games are the domain of adolescent males at a time when the industry is working hard to expand its reach to women, kids and older players.

"This type of marketing is infantile," said Sean Spector, co-founder of GameFly, a game rental service based in Los Angeles. "Our audience is much smarter than we give them credit for."

The ESA's president, Michael Gallagher, said companies exhibiting at E3 can use models "within the bounds of taste." He defended their presence, saying they "project high energy and vitality."

It's worked.The clusters of men gathered around booth models on the show floor this year rival those going to see the games they are supposed to promote.

-- Alex Pham

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Comments

[Steve Fox]

As long as they keep it clean and don't cross the line they will have a marketing hit. Don't do anything provocative that can bring bad press. It is common sense to get good PR and avoid bad PR. They are very creative and hopefully they possess enough control so it doesn't go to far and end up bad PR. I am a marketing executive at my company, sell sheets and bad PR can take a year to over come. Just think to yourself, would I take my family here and you will always stay safe.

Steve