Monday, 14 October, 2019


E3 2020 To Rebrand As 'Festival' For Fans And Influencers, Reports Claim

E3 2020 could rebrand as 'fan and influencer festival' Shameless E3 organisers want to pay media in order to “control content and the message”
Hannah Rogers | 19 September, 2019, 23:14

Among the nightmarish changes set to flock to next year's show include influences and paid celebrity guests, with the West Hall of the LA Convention Centre looking to be completely revamped to accommodate eight "experience hubs" in addition to the regular game booths.

According to the E3 2020 pitch, the biggest change will be to the level of marketing applied to the annual gaming event.

According to a pitch deck proposal from the Entertainment Software Association for next year's event (obtained by GameDaily.biz), E3 2020 will focus on being a "fan, media, and influencer festival" rather than a trade show. Sony did not hold a press conference this year, stating that it would instead be 'exploring new and familiar ways to engage our community.' EA, Ubisoft and Bethesda held their own off-site conferences before E3 began, and Activision hosted events in a hotel and did not appear on the show floor. These details come from a presentation given to members of the ESA. The proposed changes to E3 will allow for another 10,000 visitors to attend the show next year however, even with increased visitors, there will still be quite a substantial difference between E3 and the other major shows.

The ESA is also planning to add an additional 10,000 gamer pass attendees to E3 2020, which means 25,000 consumers can attend the show.

Essentially, the ESA is talking about exploiting consumer goodwill with charity tournaments during E3 and then cashing it in when public opinion later turns against its members. The transparency of funding for partnerships at E3 remains to be seen, but this is certainly an aspect of the event worth keeping a close eye on.

It also reported that the ESA has claimed this change is to encourage the creation of "exclusive/appointment only activations for select attendees who will create buzz and FOMO". Regarding the lengthy wait times for demos, a "queuetainment" strategy will display exhibitor advertisements while providing consumer data to those exhibitors through a new app.

It remains to be seen exactly what shape E3 2020 will take, but it'll be hugely interesting to see what the ESA does with it and, perhaps most importantly, whether they can truly rebuild the trust lost following the devastating leaks of E3 2019.

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