E3 2020 could rebrand as 'fan and influencer festival'

E3 2020 could rebrand as 'fan and influencer festival'

They are also being put in place to to combat such happenings as Sony/PlayStation not attending the show and Microsoft mostly holding its own events at the Microsoft Theater across LA Live.

The only thing anyone remembers about this year's E3 is Keanu Reeves (and maybe the Punisher's dog), so it's not surprising that the ESA wants to add more star power. As reported by GameDaily, it looks as if the organiser is looking to do exactly that - though what it has planned might not be to everyone's tastes.

It would seem that United States video games trade body The Entertainment Software Association (ESA) wants to switch up its flagship E3 event. That's on top of introducing eight "experience hubs" into the show floor between more conventional booths.

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This comes as the ESA's membership has agreed to allow a further 10,000 consumers to attend shows from 2020 onwards, bringing the total number of gamers coming to E3 to 25,000. To compensate, an industry-only day has been proposed for the event's opening Tuesday. 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. Typically E3 is pitched as a trade event, allowing just 15,000 consumers to attend E3 2019.

There are some better ideas amongst the buzzword-laden garble - like a Disney FastPass-esque system to help deal with lines, or "queuetainment" (a dumb word, but an effective tool) to entertain those stuck waiting to play the newest Federation Internationale de Football Association - but they also boldly suggest appearing charitable/socially conscious for the sake of drawing goodwill and attention, which is something that all organizations do to some degree, but it's interesting to see them so bold-faced about it. That won't eliminate queues altogether of course, and the rebrand pitch posits some kind of "queuetainment" (seriously their words) in an effort to keep those waiting in line for demos entertained. How transparent the ESA would be about these potential paid media partnerships would of course be a crucial factor in E3's future, and the idea is always raising more than a few eyebrows.

It's worth noting that the fact that this has been pitched does not necessarily mean it will come into action, however E3 has been shifting more towards a consumer focus in recent years.

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