E3 organisers detail massive future changes
Posted by M (1 Aug 2006, 5:17 p.m. NZST)
Confirming earlier media reports, the Electronic Entertainment Expo will undergo radical downsizing for the forseeable future as it attempts to better serve the media and industry. The 2007 Electronic Entertainment Expo is evolving into a more intimate event focused on targetted, personalised meetings and activities, the Entertainment Software Association has announced today.
"The world of interactive entertainment has changed since E3Expo was created 12 years ago. At that time we were focused on establishing the industry and securing orders for the holiday season," said Douglas Lowenstein, President of the ESA, the trade association representing US computer and video game publishers and the owner of E3Expo. "Over the years, it has become clear that we need a more intimate programme, including higher-quality, more personal dialogue with the worldwide media, developers, retailers and other key industry audiences."
The new format 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, the ESA says E3Expo 2007 will not feature the large trade show environment of previous years.
"E3Expo remains an important event for the industry and we want to keep that sense of excitement and interest, ensuring that the human and financial resources crucial to its success can be deployed productively to create an exciting new format to meet the needs of the industry. The new event ensures that there will be an effective and more efficient way for companies to get information to media, consumers, and others," said Lowenstein.
Additionally, the evolution of the video game industry into a "vibrant and expanding global market" has led to the creation of major events in different regions, such as the Games Convention in Leipzig (expecting over twice this year's E3 attendance), the Tokyo Game Show (now the largest games show, with media, industry and public entry), and company-specific events held by Sony, Nintendo, Microsoft, and others around the world. As a result, Lowenstein said, "It is no longer necessary or efficient to have a single industry 'mega-show.' By refocusing on a highly-targetted event, we think we can do a better job serving our members and the industry as a whole, and our members are energised about creating this new E3."
Additional details about the new E3Expo event will be forthcoming in the next few months.
The ESA is the US association dedicated to serving the business and public affairs needs of the companies publishing interactive games for video game consoles, handheld devices, personal computers, and the Internet. ESA members collectively account for more than 90 percent of the US$7 billion in entertainment software sales in the USA in 2005, and billions more in export sales of entertainment software. For more information about the ESA, visit theESA.com.
