E3 to be reshaped into a 'more intimate' event
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
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.