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E3 2020 pitch proposes overhaul with 'queuetainment,' new floor plan, industry-only day [EXCLUSIVE]


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E3 2020 pitch proposes overhaul with 'queuetainment,' new floor plan, industry-only day [EXCLUSIVE]



The ESA has been under pressure with regard to E3 for a number of years now. EA moved its fan event to North Hollywood before the beginning of E3 proper. The Xbox presence is largely in the Microsoft Theatre across LA Live. Sony didn’t participate this year. Activision wasn’t on the show floor. And the organization has infuriated every member of the media, influencers, and analysts that attended this year.

This latest overhaul turns E3 into a Gamescom-like show. There’s more focus on catering to consumers. Media will have its own day (though not its own business area, like in the Cologne, Germany show). The event will no longer be a trade show at all, but a “festival.”

None of this fixes the core problem, though. Publishers — ESA’s members — don’t need the LA Convention center to reach media and influencers. They don’t need one week, when the entire year includes media events and consumer conventions. E3 can still have value, but as the ESA continues to push the event toward a consumer focus, it is in conflict with the majority of members that do not want it to be yet another event for players. 

This is an identity crisis that “queuetainment” and celebrities aren’t going to fix. 



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