ESA Hits Replay Button for 2009

I have to be honest that when I received a recent press release from the Entertainment Software Assn. announcing that next year it was reviving its Tradeshow Week 200 mega-show, E³/Electronic Entertainment Expo, I wasn't all that surprised.

In 2006, ESA decided to listen to some of its big-name game publishing members who were complaining about the high costs of exhibiting at the show, so the association split it into two drastically downsized events – the invitation-only E³ Media & Business Summit, for buyers and media, and the Entertainment for All Expo, a show for consumers, both of which are now canceled.

At the time, it was assumed this arrangement would make everyone happy – but the split didn't quite turn out the way ESA and IDG World Expo, the events' producer, probably had hoped.

Walking around the showfloor at the latest E for All, held Oct. 3-5 at the Los Angeles Convention Center, it was evident that the show was struggling to keep its head above water.

Since its 2007 launch, E for All has had a number of pitfalls, including an ever-shrinking showfloor; big-name game publishers, such as Nintendo, Sony, Vivendi and Activision Blizzard, skipping exhibiting at one or both shows; and some attendees and exhibitors who weren't impressed by what they did see at the show.

Exhibitor James Campbell, executive producer for Orlando-based Beyond Protocol, said he took a big risk by bringing out all the key members of his production team to this year's E for All to show off his company's latest products.

Campbell said he was disappointed with the lack of attendees and smaller-than-expected showfloor, adding, “We knew the big-game publishers weren't here, and now we know why. We're an independent company, we took a chance, and now I will have to answer to my investors and tell them about my mistake.”

Gamer Stephen Leer wasn't pleased with the event either, saying, “Last year's was a little bigger and had a lot more stuff going on. There are very few big gaming companies here.”

Missing exhibitors was one problem, but ESA had other problems to contend with off the showfloor. Activision Blizzard, according to numerous press reports and gaming blogs, had dropped out of the association because of exorbitant membership fees (supposedly in the multimillion-dollar range), and there were rumored to be more companies that also had decamped for the same reason.

ESA was really in a pickle. Not only wasn't it making the money it usually did from the mega-show it had canceled, but it also had the same big-game publishers who had asked for the changes leaving the association's fold altogether.

To top it off, the E³ Media & Business Summit, held most recently in July at the Los Angeles Convention Center, which was meant to directly serve the exhibitors who wanted a smaller, more intimate trade and media event, wasn't getting rave reviews either.

At the time, David Henry of Gamernode, an online media Web site covering the gaming industry, said, “I miss the glitz.”

It seems ESA has taken stock of the situation with both of its events and decided the good ol' days of E³ started looking pretty attractive again. Next year – June 2-4 at the Los Angeles Convention Center – the glitz may just be back.

According to an ESA press release, the decision to revive E³ was made “after conducting both qualitative and quantitative research ... and the changes include increased booth sizes, increased qualified audiences and an intensified focus on reinforcing the high-octane growth, innovation and captivating entertainment that are driving the computer and video game industry.”

John Riccitiello, CEO of Electronic Arts, predicted that “the E³ Expo will be the pre-eminent North American gaming show next year. The new, larger event is better for industry leaders and for serious gamers.”

Another reason for the E³ revisit could be Leipzig Messe's recent announcement that it might bring a version of its massive GC – Games Convention from Germany to North America in the very near future.

Only time will tell whether the latest incarnation of E³ can fend off possible competitors and reclaim the glory of its predecessor that was No. 36 on the 2006 TSW 200.

Rachel Wimberly is senior editor of Tradeshow Week and editor of TSW Las Vegas. She can be reached at rachel.wimberly@reedbusiness.com