The Electronic Entertainment Expo, commonly known as E3, has been a fixture of the gaming industry since its inception in 1995. However, E3 2023 has been canceled, and the President and CEO of the Entertainment Software Association (ESA), Stanley Pierre-Louis, has given an interview explaining the reasons behind the cancellation.
Rise of Publishers’ Own Digital Showcases
The cancellation of E3 2023 can be attributed to several factors, one of which is the rise of publishers hosting their own digital showcases:
Economic Changes
Pierre-Louis believes that economic headwinds have caused several companies to reassess how they invest in large marketing events:
“First, several companies have reported that the timeline for game development has been altered since the start of the COVID pandemic. Second, economic headwinds have caused several companies to reassess how they invest in large marketing events. And third, companies are starting to experiment with how to find the right balance between in-person events and digital marketing opportunities,”
New Marketing Opportunities
Pierre-Louis acknowledged the changing marketing needs of publishers and the ESA’s efforts to accommodate these needs:
“It’s a matter of finding the right pitch… for the needs that are evolving. [Publishers are] continuing to experiment with how they market their works. We’re seeing other shows coming back slowly, but coming back. They’re at a different scale and investment commitment than E3, so we have to continue to work on how we create a dynamic and sustainable model that meets the needs of the industry.”
Developers’ Timelines Affected by COVID-19
Aside from the changing marketing landscape, Pierre-Louis also cited the impact of COVID-19 on game development timelines as a significant factor:
“First, several companies have reported that the timeline for game development has been altered since the start of the COVID pandemic. Second, economic headwinds have caused several companies to reassess how they invest in large marketing events. And third, companies are starting to experiment with how to find the right balance between in-person events and digital marketing opportunities,”
Uncertain Future for E3
With the cancellation of E3 2023, there are questions about the future of the event. Pierre-Louis did not confirm whether or not E3 will return in 2024, nor did he have a clear answer about how E3 needs to change going forward. However, he emphasized that the ESA remains committed to providing a platform for industry marketing and convening:
“We remain committed to providing a platform for industry marketing and convening but we want to make sure we find the right balance for the industry’s current and ongoing needs.”
The future of E3 may lie in finding a way to accommodate the evolving needs of publishers, using a dynamic and sustainable model that balances in-person events with digital marketing opportunities.
Publishers’ Digital Showcases
The rise of digital showcases hosted by individual publishers is not a new phenomenon, with companies like Sony and Nintendo opting out of E3 in favor of hosting their own events for several years. More recently, Ubisoft also announced that it would no longer participate in E3 and would instead host its own Ubisoft Forward showcase.
The pandemic has accelerated the trend towards digital events, and many publishers have found success with this format. Digital showcases offer greater control over the messaging, timing, and presentation of games, and the ability to reach a broader audience beyond the confines of a physical event. However, the lack of a centralized, industry-wide event like E3 could also lead to fragmentation and a loss of the sense of community and excitement generated by a live event like E3.
Conclusion
The cancellation of E3 2023 has raised questions about the future of the event and the changing marketing landscape of the gaming industry. The rise of publishers’ own digital showcases, changing game development timelines, and economic headwinds have all played a role in the demise of E3 2023. However, the ESA remains committed to providing a platform for industry marketing and convening and will work to find a way to meet the evolving needs of the industry going forward.
