E3 Gets Extreme Makeover

E3 Gets Extreme Makeover

October 15, 2006
For more than a decade, the Electronic Entertainment Expo existed as a big-budget, glitzy extravanganza with up to 70,000 attendees.

Game publishers finally called a halt to the show's spiraling costs, however, in a surprise July announcement. Since that time speculation has been rampant as to the future of E3.

Speculate no more. The ESA has  served up the juicy details of E3 v2.

The invitation-only show will take place in Santa Monica, California July 11-13, 2007 and will feature "major press events" and "intimate meetings in premier hotel suites."  In addition, nearby Barker Hangar (pictured) will be set up as a game showcase which apparently will be about as close to excitement of the old E3 show floor as the reborn event will get.

ESA boss Doug Lowenstein explains:
"By combining suite-based meetings with the software showcase in a controlled and business-like environment, we believe we will successfully fulfill our primary objective of giving high-level media the best of all worlds -- the chance to engage in highly personal, one-on-one dialogue with leading game company executives, as well as the chance to demo games on their own time and to check out offerings from both the best known and emerging game publishers and developers."

The ESA may add more features to the show, including an independent games showcase and the return of the popular Into the Pixel game art exhibition. Lowenstein addded:
"The new E3 is first and foremost about getting business done.  When we asked key audiences what they wanted in the new event, we heard that they wanted opportunities for high-level meetings in a business-like setting, to play games, network, and socialize, to see major company offerings while also preserving the sense of discovery that is so much a part of E3, and to hear substantive presentations on the most important issues and trends facing the industry,"

The hotel-based event will utilize a shuttle bus system to get attendees to Barker Hangar as well as off-site press events.

Comments

In otherwords, let those of the news roam free but kill off the fans of E3?
at least that's the vibe I'm gettin.
Siftr, E3 was always supposed to be an "industry-only" event for people inthe biz, media covering the biz...

With the web explosion of game sites (many very small and/or marginal) in recent years, they began letting an obscene number of people in.

But it was never something you could just attend off the street. You needed to have a connection of some sort to the industry.
The question is, how will this affect smaller developers? E3's Kentia Hall was largely credited, by some press at least, with bringing the fantastic Guitar Hero into the light at all, and with a smaller, more focused business convention I could see indie devs being muscled out.
From an industry viewpoint, "the fans" were part of the problem. Far too many people were claiming to be industry professionals and to be legitimate journalists simply because they ran a website that discussed game content (trying not to tread on GP's toes here). Demoing games became a shouting contest to be heard over the background noise in your own booth area which was trying to be seen and heard above the clamor of the adjacent booths.

The approach that the ESA is taking sounds more like New York's annual Toy Fair, where display areas are in private offices and by appointment only.
What grates me about this is that it hurts the small developers in order to benefit the bigwigs. Pick any attendee from Kentia Hall last year and they'll almost certainly tell you they don't have the resources to rent out a suite and put up press members in hotels. I know we certainly couldn't.

It really comes off E3 playing favorites and just taking care of those companies that will make the show the most profitable as opposed to the most useful for the game industry.
As someone who has gone to the past 3 E3s, I know the old format will be missed. But at the same time, I think it may be good making the event smaller and more intimate. The point of E3 is to get word out (as opposed to most trade shows where the point to to impress the retailers). As fun as going to E3 is, it's tiring and a mess for both journalists and developers. Furthermore the deadlines imposed on game companies to get things ready for E3 causes a lot of stress that could be better redirected towards making the game (instead of just a demo). Yes, there may be people in Kentia that will suffer, but at the same time, there are a lot of people in Kentia that seem out of place, such as distributers, cd-fixers, skinners, and so forth. I often found myself going to Kentia only after feeling like I have already seen everything else (unless there was a company that I really wanted to see down there - which likely is the sort of company that will be fine with the new layout of the event). So personally, I don't think it's such a bad thing that E3 is changing like this. After all, how does it help us, the gamers, that the companies are shelling out thousands of dollars to hire models that know nothing about the games. There are much better ways that these companies can spend their cash...
It seems they need to do soemthign for smaller devs and publishers,only kissing up to the man to make them feel better when they are sometimes getting trounced by the smaller devs and publishers.

Of course change was needed but to move to a event that is unbalanced and only shows what the top 50% of the industry is doing is quite sad and makes me look at it like tis a fake event to sell "corporate" games.
E3 used to hold a kind of wonder for me, one of my goals at one point was to go to E3. Then once G4 started covering it i kind of lost interest. I always thought of it as a trade show, not a circus. The more mass media stuff and the less professional the vistors, the more likely you are to have the shouting contest, who can generate the hype for their game. Who can win the cycle of one upmanship.

In the end it sorta felt like the game with the best boothbabes won. (I know that is not true, but it felt like it).
I feel for the smaller devs, but overall this will be better for the industry and gamers. The old E3 was just becoming too unfocused and the resources wasted were enormous. I'm very interested to see how the quality of games will improve (hopefully) in the next few years.

“intimate meetings in premier hotel suites.”

Ummm...nah, too easy.
Lemme just say this. E3 is Dead. Long Live PAX!
No real reason to go or be interested in E3 anymore...
As a leader of a group of graduates who are going independant, Yeah it really sucks. This year was going to be the first year I could actually attend. I approve though professionally the decision to change the format. How many Gamestop/walmart/other retail employees were getting in? How many random websites got people in? The whole issue was people with nothing but fan interests in mind could go and packed the booths, while students and other professionally minded attendees could not even get in the door.

I would like to see a fan event in america. PAX is on a roll, but we need a German gamers convention, or a TGS of our own. A big name event for us as gamers. It would make sense considering American gamers are practically the largest market in the world.
Ok, so the ESA may add more stuff to E3Expo, as well as maybe the whole 'Into the Pixel' thing. Thats really nice if you happen to be invited. Otherwise big deal. Me, I'm looking forward to the other gaming expos instead. E3's pretty much a non-factor for anyone outside the industry.
As I thought E3 is just for the highest (40-60%) game devs and publishers no one else need apply unless you got the monies.............
I have always wanted to attend E3. It always seemed like a consumer show to me. Why would developers target their products to anyone but the consumer directly? We drive the market, not Game Stop or WalMart.

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