Retail Merchandiser - May/June 2017 - 24

Licensing

E3

E3 Preview

As the premier tradeshow for interactive entertainment, E3 brings the video game
industry's top talent together. BY BIANCA HERRON

For the first time, E3 will open its doors to the public
and offer Business Passes at this year's show.

T

he 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, 2017, at
the Los Angeles Convention Center.
As the world's premier event for computer,
video and mobile games and related products, the
three-day expo will connect tens of thousands
of the best, brightest and most innovative in the
interactive entertainment industry. Leading-edge
companies, groundbreaking new technologies and
never-before-seen products will be showcased
during the 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.

24

RETAIL-MERCHANDISER.COM

May/June 2017

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 the public.
"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.
In addition, E3 will also offer business passes for
the first time this year. With E3's Business Pass, attendees are able to connect with tens of thousands
of industry professionals, such as industry analysts,
fans, press and business partners.
Attendees with the pass will also receive several
benefits, including a three-day expo pass, access
to the VIP Lounge, catered breakfast and lunch


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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
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