E3 to be reshaped into a 'more intimate' event

— 4:08 PM on July 31, 2006

As predicted, the Entertainment Software Association has announced that the E3 trade show will undergo some radical changes, although it won't be scrapped altogether as some publications reported. The show will become a "more intimate event focused on targeted, personalized meetings and activities," likely cutting costs for participants who have had to accommodate tens of thousands of attendees at previous shows.

The new E3Expo will take shape over the next several months. As currently envisioned, it will still take place in Los Angeles, described by ESA as a "great and supportive partner helping to build E3." It will focus on press events and small meetings with media, retail, development, and other key sectors. While there will be opportunities for game demonstrations, E3Expo 2007 will not feature the large trade show environment of previous years.
To justify E3's downsizing, ESA President Doug Lowenstein says the industry has changed since E3 was created 12 years ago. Additionally, with the creation of new international industry trade shows and company events from Microsoft, Nintendo, and Sony, Lowenstein believes it is "no longer necessary or efficient to have a single industry 'mega-show.'" The ESA plans to disclose further details about the changes awaiting E3 over the coming months.
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