E3 Expo Returns to Its Roots
Annual Video Game Event to Take Place in June in Los Angeles
Feb 5, 2009
For years, the annual E3 Expo was the event of the year in the video game industry. Game developers, publishers, retailers and press would all convene in Los Angeles for three days of what can best be described as unapologetic excess.
Gigantic screens looped trailers, countless kiosks showed off companies’ upcoming titles and long lines would stretch around booths for sneak peeks at high profile games.
But in 2007, the Entertainment Software Association (ESA), the company who puts on the annual show, decided to scale it back. The true reasons for the change were never explicitly stated, but many speculated gaming companies were not seeing a sufficient return on investment for their million-dollar booths.
E3 Media and Business Summit
For 2007 and 2008, the show was rechristened the E3 Media and Business Summit and switched to an invitation-only format with a show floor that included templated booth layouts.
Reactions to the new format were mixed, with some companies enjoying the more focused attendance, and other, mostly from the media, complaining of the inconvenience of having to shuttle from hotel to hotel to make appointments.
In 2008, a number of high profile companies, including Guitar Hero publisher Activision, pulled out of the show altogether, essentially dooming the show to make drastic changes or become a thing of the past.
E3 Expo Returns in 2009
As a response to this, the ESA announced in October of 2008 that the show would basically be returning to its original form.
“After conducting both qualitative and quantitative research, ESA officials stated changes were necessary to better meet the needs of both exhibitors and attendees,” said the official announcement. “These changes include increased booth sizes, increased qualified audiences, and an intensified focus on reinforcing the high-octane growth, innovation, and captivating entertainment that are driving the computer and video game industry.”
Though the ESA insists the show will not be exactly like it used to be, the switch has been welcomed by the industry. All of the major game companies, including those who had not participated in the 2008 event have already signed on to participate in 2009.
E3 Details
The 2009 E3 Expo will take place at the Los Angeles Convention Center June 2-4, 2009. Attendance is open to all qualified members of the video game industry, including developers, publishers, retailers, press and hardware and peripheral makers. Registration information is available on the show's web site.
The current list of exhibiting companies as of press time appears below:
- Activision
- Atari, Inc.
- Atlus U.S.A.
- Azuradisc, Inc.
- Basco Distribution
- BDA
- Bethesda Softworks
- Brady Games
- Capcom
- CH Products
- Conny
- Creative Mind Interactive Inc.
- CTA Digital, Inc.
- D-BOX Technologies, Inc.
- DDR Game
- Digiwinner Limited
- Disney Interactive Studios
- dreamGEAR
- egameforless
- Eidos Interactive
- Electronic Arts
- Epic Games
- EZ Games Distribution, Inc.
- Game Center Distribution Inc.
- Game Outlet Europe
- Game Source, Inc.
- Gamepark Holdings Co. Ltd.
- GAMETECH
- GelaSkins
- Graffiti Entertainment, Inc.
- Hori (U.S.A.), Inc.
- iBeta Quality Assurance
- IGN.com
- Innex, Inc.
- Iron Will Creations Inc.
- J.F.J. Disc Repair
- K2 Network
- Kaltman Creations
- KOEI Corporation
- Konami Digital Entertainment
- Logic3
- Majesco Entertainment
- Matcom Distribution
- Mayflash Limited
- Microsoft Corporation
- Midway
- MTV Games
- Namco Bandai Games America
- Nintendo of America
- NYKO Technologies
- Penguin United
- Performance Designed Products
- Prima Games/Random House, Inc
- Rampid Interactive
- Rebellion
- RTI Disc Repair
- Scanavo North America LTD
- SEGA of America, Inc.
- Sony Computer Entertainment
- Sony DADC
- Sony Online Entertainment
- Square Enix, Inc
- Take-Two Interactive Software, Inc.
- Techart Entertainment Limited
- THQ
- Turtle Beach
- U.S. Games Distribution, Inc.
- Ubisoft Entertainment
- USERJOY Technology Co., Ltd
- Video Game Advantage
- Warner Bros. Interactive
- Z-Best Audio & Video Inc.
- ZeroPlus Technology Co., Ltd
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