ESA plans ‘to shake things up’ for E3 2020

The Entertainment Software Association (ESA) has vowed “to shake things up” for E3 2020.

In recent years the organisation has come under significant pressure to reinvent the show, with several major publishers including EA, Sony and Activision having abandoned it.

And on Thursday the ESA offered a “sneak peek” at what’s planned for this year’s event, which is being created in collaboration with production company Iam8bit and set to take place from June 9-11 at the LA Convention Center.

“We are well down the path on the development and production of a large, super fun floor experience that celebrates gaming culture in exciting new ways,” it said in a statement.

“We will be showcasing E3 to the world through new streaming and digital programming while creating gatherings on the show floor that let people do what they love the most… play and celebrate games.

“We’ll have surprise guests, amazing stage experiences, access to insiders and experiential zones that delight the senses. It will be incredibly inclusive, celebrating all aspects of our industry.”

According to an E3 2020 pitch deck sent to the lobbying group’s members (which includes most major game publishers), the ESA has been attempting to re-brand the long-running industry event as a “fan, media and influencer festival” for 2020.

Influencers and paid celebrity appearances were a big part of the proposed overhaul, including a redesigned West Hall at the LA Convention Center, featuring eight “experience hubs” among traditional game company booths.

In August 2019, the ESA angered media attendees after it leaked a list of personal details belonging to over 2,000 members of the media who attended E3 2019, including their home addresses and phone numbers.

Following the leak, the ESA said winning back the trust of its media partners was its “top priority”, something it reiterated in Thursday’s statement.

“That’s why we rebuilt the E3 website with enhanced and layered security measures developed by an outside cybersecurity firm,” it said.

“This included updating our data management processes, including the handling of personally identifiable information, and we will no longer store that data on our site.

“We have also changed our registration practices and will collect the minimum information necessary to complete your registration.”

E3 registration will commence on February 15.

The ESA said it plans to reveal further details about the event in the coming weeks, and that it welcomes proposals of all sizes for how it can reinvigorate the show.

Confirming an earlier VGC report, Sony said this month that PlayStation will not attend E3 for the second year in a row. Xbox subsequently announced plans to attend E3 2020.