The Electronic Entertainment Expo, or E3, started off as an extension of another wildly popular trade show called Consumer Electronics Show (CES), eventually parting ways from the event. At the time, the Interactive Digital Software Association (IDSA, now known as ESA) decided to announce their own trade show for video games, which would be the E3 we know today. That’s the short of it, at least.
E3 officially started in 1995 and was an “industry only” event, meaning you were required by the ESA to prove you had industry credentials and/or a professional connection to get in. With E3 being such a large, high-profile event – doubled by it being so difficult to get in – E3 held an air of mystique about it, garnering a very enigmatic reputation. It was the “must go” event for all gamers; professionally accredited or not.
I went to my first E3 in 2005. I was newly 20, E3 was my first gaming event, and I was over the moon excited about it. I had spent years prior watching footage on G4TV and wishing I could be Morgan Webb from X-Play covering the event. The coverage on TV and internet could not do justice to the sheer enormity that was E3. Granted, I was young and in love with video games, and, this being my first event, I was feeling pretty cool about garnering a media pass. I have gone nearly every year since, and while nothing compares to your first E3, there is still an air of magic to attending. I have been to dozens of the PAX events, and still E3 was always The One for me. Still, as with any good relationship, things can often end up tumultuous.
There is something to be said about the exclusivity of E3 aiding to its appeal. There is a Psychology behind wanting to sit at the popular table, and for a long time the E3 exclusivity gave a lot of people serious fear of missing out. After all, there’s nothing like a someone saying “you can’t sit with us” to make you want to sit with them – especially if they’re the cool kids.
This stock photo illustrates what cool kids are probably like. I wouldn't know.
E3 has evolved a lot since its incarnation in 1995, and will no doubt to continue to evolve. Its current announcement in evolution has caused some divisiveness in the community. Recently, a lot of big players have dropped out of E3, including Wargaming, Activision, EA and Disney Interactive – which had always had impressive setups on the show floor. With the departure of these and others leaving, the gaps are filled with companies like Bethesda, who gave its first ever press conference in 2016. To further combat the loss of these players, E3 announced, that for the first time ever, it will sell a limited number of public passes. A lot of E3 alumni were up in arms about this, citing it takes away from the professional atmosphere of the event, fills up the “good hotels”, and that inviting 15,000 from the public to attend will create longer lines and a more congested event. While industry vets were dubious, many felt joy for people who would never be able to go otherwise. While the inclusiveness is wonderful, make no mistake – this is about E3 recouping funds and nothing else.
Personally, I can play both sides, but I keep going back to when I was 20 years old, walking into the convention center and being unbelievably moved and in awe. This will likely be a similar dream come true to nearly 15,000 new attendees and at the end of the day, that’s what’s important to me, personally. Professionally, I will book my hotel yesterday and make sure I flash my press badge like an FBI agent to move in lines to get game coverage.
Will E3 keep this public format? What does this mean for Press/Media registration? Time will tell. This E3 will prove to be a pinnacle play in the show’s future. While selling tickets ($250 bucks a pop!) is a marginally decent way to recoup the loss of bigger companies moving in a different direction, I think it would also be prudent for E3 to rethink its current model. Perhaps it should take a cue from PAX and make it more affordable for indies to come to the show floor. It is hard to deny the importance of indies and the insurmountable growth and popularity of indie studios and their subsequent games, and E3 is out of reach for so many of these up-and-coming titles. Regardless of the direction E3 decides to move in, we’re excited for you first-timers to have an incredible gaming experience.