Retail Merchandiser - March/April 2017 - 52
ELECTRONIC ENTERTAINMENT EXPO
As the premier tradeshow for interactive entertainment, E3 brings the video game
industry's top talent together. By Bianca Herron
This year the ESA will open the annual indsutry
event to the public for the first time ever.
The Electronic Entertainment Expo, or E3, is one of the
world's biggest video game expos. Owned and operated by
the Entertainment Software Association (ESA), this year's
annual event will be held June 13-15 at the Los Angeles
As the world's premier event for
computer, video and mobile games and
related products, the expo will connect
more than 50,000 of the best, brightest
and most innovative in the interactive
entertainment industry from over 100
countries. Leading-edge companies,
groundbreaking new technologies and
never-before-seen products will be
showcased during the three-day event.
The ESA first debuted the annual expo
in 1995. Though it has always been closed
to the public -- hosting only game developers, retailers and media -- this year the
ESA will open the annual industry event
to the public for the first time ever.
A total of 15,000 tickets have been
made available and they will include
access to the show floor, panel discussions and other events, including video
game television host Geoff Keighley's
live studio show, YouTube Live at E3,
which will include interviews with game
developers and executives.
"The feedback we heard was clear.
They wanted to play the games inside the
convention center. In addition, exhibitors
inside the convention center wanted to
have access to the fans. So this year we're
bringing the two together," ESA Senior
Vice President of Communications Rich
Taylor told the GameSpot website.
Taylor also said the ESA is always
looking for ways to make the E3 Expo
more relevant and useful for game
industry professionals, journalists and
"I think asking, 'How can we improve?' 'Where are video games headed?'
and 'How do we connect with fans?'
are all healthy questions, and that helps
ensure E3 stays current and meets
exhibitors' needs," he said.
"It's a changing industry, and E3 has
always evolved to meet industry needs
and anticipate where we're heading
together - as an event, as an industry
and as fans," Taylor continued. "The
decision to open our doors to 15,000
fans was a strategic decision. It is thanks
to our members and their vision and
leadership that made this possible. We
have a model that allows the business of
the industry to continue for our business
and media attendees and provides an
opportunity for video games' biggest
fans to experience the latest in innovative, immersive entertainment." O