LOS ANGELES—E3, the Entertainment Software Association’s massive video game-industry trade show, took place June 11 to 13 at the Los Angeles Convention Center. The event drew more than 66,000 video game-industry professionals, investor analysts, and retailers, plus 200 exhibitors (50 of which were first-time exhibitors).

And for the third consecutive year, the show welcomed 15,000 fans, plus panels and presentations from the likes of Elon Musk, Todd Howard, Jack Black, and other prominent industry pros. There was also a 10,000-square-foot eSports zone for the second time, as well as an increased focus on highlighting women in the gaming industry.

Unsurprisingly, E3 dominated social media last week, generating more than 3.2 million conversations on Twitter, plus 1.2 million viewers who live streamed the programming. While much of that social-media buzz comes from game announcements, fans also tune in to see the fun, creative ways companies, including Epic Games, Bethesda, and Square Enix, immerse guests in their upcoming games.

Here’s a look inside some of the three-day show’s coolest booths, brand activations, and after-parties.

Epic Games’ ‘Fortnite’ Booth

GameSpot After-Party

Oculus Activation

Facebook Gaming Activation

Twitch’s After-Party

GameBoks Booth

CD Projekt Red Meeting Rooms

Bethesda Broadcast and After-Party

MillerCoors Party

2K Games’ ‘Borderlands 3’ Booth

GameSpot Base Station

Square Enix’s ‘Marvel’s Avengers’ Booth

Capcom’s ‘Monster Hunter: World’ Booth

Facebook Women in Gaming Breakfast

Square Enix’s ‘Final Fantasy VII Remake’ Activation

Alienware Booth

PC Gaming Show

Source: BizBash