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'Business-like' event will take over Santa Monica hangar, hotels
By Susanne Ault -- Video Business, 10/13/2006
OCT. 13 | The Entertainment Software Assn. is set to hold a scaled-down E3 Expo inside Santa Monica, Calif.’s Barker Hangar on July 11-13.
As expected, the ESA is putting more of a business stamp on E3, which in the past years has grown into a splashy spectacle of consumer-focused gaming demos.
The Barker Hangar, a special event venue at the Santa Monica Airport, will allow room for game product display areas ranging from 100 square feet to 400 square feet.
Game company attendees will hold meetings in nearby, off-site hotel suites and meeting rooms.
Previously, when E3 was held at the Los Angeles Convention Center, all company meetings, seminars and exhibits were laid out underneath one roof.
The 2007 E3 will require invites to all featured events, meetings and product demonstrations.
ESA officials are confident that the altered E3 will provide the same impact on the gaming community as before.
“By combining suite-based meetings with the software showcase in a controlled and business-like environment, we believe we will successfully fulfill our company objective of giving high-level media the best of all worlds,” ESA president Douglas Lowenstein said. “[This is] the chance to engage in highly personal, one-on-one dialog with leading game company executives as well as the chance to demo games on their own time and to check out offerings from both the best known and emerging game publishers and developers and other audiences.”
Other 2007 E3 elements include a daily luncheon conference session and a showcase dubbed “Serious Games.” ESA is hoping to add an independent games showcase and is set to include past conference favorite “Into the Pixel,” a videogame art competition and exhibition.
Participating hotels were not specified, but Lowenstein said they will be within walking distance of one another, with shuttle bus service to Barker Hangar.
The E3 event will be open to ESA members and non-members. Those invited to be part of E3 will be companies involved in console, PC, online and mobile game publishing and developing, as well as makers of videogame hardware and accessories.
A formal campaign for corporate bookings will be launched within the next 30 days.
“When we asked key audiences what they wanted in the new event, we heard that they wanted opportunities for high-level meetings in a business-like setting, while also preserving the sense of discovery that is so much a part of the E3 Expo,” Lowenstein said. “We believe the event we have shaped will fulfill all those needs.”
“We’re analyzing [ESA’s decision for E3 2007] to see whether and how it impacts us,” EMA spokesman Sean Bersell said.
