E3Expo evolves into 'more intimate event'

The Electronic Entertainment Expo’s (E3Expo’s) days as a massive trade show are over, according to a recent statement made by the show’s owner, the Entertainment Software Association.

In a statement, ESA President Douglas Lowenstein said that the industry itself has changed radically since first coming on the scene 12 years ago.

“At that time we were focused on establishing the industry and securing orders for the holiday season,” said Lowenstein. “Over the years, it has become clear that we need a more intimate program, including higher quality, more personal dialogue with the worldwide media, developers, retailers and other key industry audiences.”

E3Expo has been the world’s largest gathering of computer and video game hardware and software vendors. The industry-only trade event has taken place at the massive Los Angeles Convention Center each May, and has occupied every corner of the venue — well over half a million square feet.

The ESA said the E3Expo will remain in Los Angeles, but will focus instead on press events and small meetings with media, retail, development and other sectors of the industry.

Lowenstein said that as the electronic game industry has changed and evolved, major events are now sponsored regionally, such as the Games Convention in Leipzig, Germany and the Tokyo Game Show, as well as company-specific events created by console makers Sony, Nintendo and Microsoft. Accordingly, a monolithic event like E3Expo is no longer necessary or efficient.

“By refocusing on a highly-targeted event, we think we can do a better job serving our members and the industry as a whole, and our members are energized about creating this new E3,” said Lowenstein.

The ESA plans to offer more details about the future of E3 in the next few months.

This story, "E3Expo evolves into 'more intimate event'" was originally published by PCWorld.

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