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Gaming

E3 Cancelled Amidst Industry Shifts and Company Strategies

  • Craig Miller
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  • April 4, 2023
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  • 4 minute read
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E3 Cancelled Amidst Industry Shifts and Company Strategies

Key Takeaways
  • The Entertainment Software Association (ESA) and Reedpop have cancelled the Electronic Entertainment Expo (E3), the gaming industry’s biggest annual expo.
  • The demise of E3 is seen as a result of a shift in the gaming industry’s focus from traditional trade shows towards virtual events and major gaming companies’ strategies.
  • In recent years, major companies have reduced their presence or pulled out of E3 entirely, and the shift towards virtual events has created new opportunities for gaming companies to control the entire process of making a sale.
  • The future of gaming events is uncertain, and it remains to be seen how the gaming industry will adapt to the challenges presented by virtual events.
  • E3 has played an essential role in the gaming industry's growth and evolution and has been the platform for some of the most memorable moments in gaming history.

The Entertainment Software Association (ESA) and Reedpop have jointly announced the cancellation of the Electronic Entertainment Expo (E3), the gaming industry’s biggest annual expo.

E3 had been scheduled to make a return this June in Los Angeles after years of disruption due to the Covid-19 pandemic.

However, the ESA and Reedpop stated that the event could not proceed due to the challenges presented by resourcing difficulties faced by interested companies.

E3 has been a fixture in the gaming industry’s calendar since 1995, serving as the focal point for marketing new titles, with game publishers and console manufacturers traditionally announcing what’s next for players.

The demise of E3 is seen by many as a result of a shift in the gaming industry’s focus from traditional trade shows towards virtual events, with live-streamed shows becoming increasingly popular since the Covid-19 pandemic.

In recent years, companies such as Nintendo and Sony reduced their presence or pulled out of E3 entirely.

The shift in the industry’s focus is also driven by major gaming companies’ strategies, with a desire to control the entire process of making a sale, from announcement to pre-order.

The gladiators and the coliseum

E3 was once the coliseum where gladiators from platform holders to major publishers competed for the public’s attention.

However, as the gaming industry shifted towards virtual events, major companies began to see the risks presented by E3, where the success of billion-dollar enterprises could be threatened by the opinions of kids who decide a game trailer or new hardware feature is “meh.”

Major companies bailing on E3 killed off the show, and the incentives to pre-order products often from their own online stores, were never far away.

E3 has always had its problems, such as its industry-only focus, a downtown LA location with limited dining options, and the difficulty in reconciling whether it wanted to be a trade show for developers and retailers or an announcement fest for the world’s media.

However, its demise was primarily driven by a shift in the gaming industry’s focus and major gaming companies’ strategies.

The event has seen the announcement of some of the most iconic consoles, such as the Xbox 360, PlayStation 3, and Wii U, and has played host to countless game reveals and demos that have excited gamers worldwide.

The future of gaming events

In the absence of E3, rival online-focused events have sprung up to fill the gap, but none has yet achieved E3’s notoriety and mainstream attention.

Reedpop and the Entertainment Software Association still plan to collaborate on future events, and it remains to be seen whether a new dominant focal point for marketing new titles will emerge.

The shift towards virtual events has created new opportunities for gaming companies to control the entire process of making a sale, but it also presents challenges for the gaming industry.

Virtual events lack the excitement and spectacle of traditional trade shows, and companies must find new ways to capture the attention of their audiences.

As the gaming industry continues to evolve, it remains to be seen how it will adapt to these challenges and what the future holds for gaming events.

More about E3

E3 has a rich history in the gaming industry, having been the platform for some of the most memorable moments in gaming history.

The event has seen the announcement of some of the most iconic consoles, such as the Xbox 360, PlayStation 3, and Wii U, and has played host to countless game reveals and demos that have excited gamers worldwide.

E3 has also been open to both industry professionals and the public, with about 66,000 attendees in 2019, before the Covid-19 pandemic shut down large-scale events.

Despite its challenges, E3 has been an essential event for the gaming industry, offering a chance for game publishers, developers, and console manufacturers to showcase their latest products and innovations to the world.

The event has played a crucial role in the industry’s growth and evolution, and its cancellation marks the end of an era in gaming history.

As the gaming industry continues to evolve and adapt to new challenges, it remains to be seen whether E3 will make a return in the future or whether a new dominant focal point for marketing new titles will emerge.

Whatever the future holds, E3 will always hold a special place in the hearts of gamers worldwide.

Craig Miller

Craig Miller

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