Google s Annual Spectacle At CES Is No More With Tech Show Going Virtual

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Google installed an actual ride in its booth back in 2019. 

James Martin/CNET

[/ces/ This story is part of CES, where our editors will bring you the latest news and the hottest gadgets of the entirely virtual CES 2021.]One of the biggest disappointments from [/news/ces-2021-will-be-an-all-digital-event/ CES 2021 going virtual] will be the lack of a splashy booth by Google. Whether you cared about the company's bevy of Google Assistant-related announcements, it was hard to deny the stagecraft employed by the tech giant. 
For tour sapa the last few years, Google boasted some of the most eye-catching CES booths, from a [/news/what-its-like-on-googles-assistant-themed-ride-at-ces-2019/ theme park ride] in 2019 to an [/news/google-forces-you-to-embrace-assistant-to-get-out-of-its-ces-2020-escape-room/ escape room] back in January's show. Unlike other CES heavy hitters, like Samsung or LG, Google opted to place its typically massive "activations" in the parking lot in front of the Las Vegas Convention Center, suddenly making that a trendy spot to place a booth.