The Entertainment Software Association, as the organizer of E3, has announced that the games fair will end this year. In 2022, E3 should have taken place purely digitally again, but this concept has now been canceled as well. In 2023, the trade show, which was already struggling before the pandemic, is scheduled to return to Los Angeles.
Official organizer cancellation follows a series of emails exhibitors have received as Razer’s head of public relations had received, according to which, in addition to the previously canceled physical presence, the digital format should also be cancelled. The Entertainment Software Association sent an official confirmation to the participants shortly after and also publicly announced the complete cancellation.
I return to Los Angeles
With a “regained strengthShowcase is scheduled to return Game Fair 2023 to Los Angeles, California. In the summer of next year, there will again be the option of digital participation in addition to physical participation. The next edition of E3 aims to bring the community, press and industry back together in an entirely new format and interactive experience, according to the released statement. More news about this will be shared soon.
Messe had a problem even before the pandemic
It remains to be seen whether the organizers of the game fair can really breathe new life into it, because E3 was already floundering before the outbreak of the pandemic. Big publishers and former members of the Entertainment Software Association like Sony, EA or Activision Blizzard had already pulled out in 2019 and held their own events instead. E3 has a problem much like many other previously large trade shows, that events with their own exclusive event can focus much more on themselves rather than get lost in the hustle and bustle of hundreds of competitor announcements.
Smaller studios in the independent segment are also increasingly being overlooked at trade shows like E3 in the shadow of AAA blockbusters. Ars Technica it already reported in 2016, for which its own fairs were established, such as the Indie Megabooth.
Summer Game Fest 2022 as an alternative
As an alternative for this summer, organizer Geoff Keighley’s Summer Game Fest 2022 could be consolidated again, according to recent announcement on twitter to be held in June. Keighley has also been responsible for The Game Awards since 2014. Keighley-led Summer Game Fest 2020 was established in the first year of the pandemic after shows like E3 and Gamescom were canceled and publishers lacked a stage.