The largest gaming event of the year will be much different next year, according to the Entertainment Software Association, the group that organizes the event. Unlike the "large trade show environment" that we've used to seen in previous years, it will be a "more intimate event focused on targeted, personalized meetings and activities." Further details of what specifically will be different are set to be announced in future months.

"The world of interactive entertainment has changed since E3Expo was created 12 years ago. At that time we were focused on establishing the industry and securing orders for the holiday season," said Douglas Lowenstein, President of the ESA, the trade association representing U.S. computer and video game publishers and the owner of E3Expo. "Over the years, it has become clear that we need a more intimate program, including higher quality, more personal dialogue with the worldwide media, developers, retailers and other key industry audiences."

There are reports that this 'evolution' is being done because major publishers have decided to not attend the mega event that E3 has become, but there is no confirmation of this yet. Our photo galleries of E3 in 2005 and 2006 make it clear that most companies spend a lot of money to stand out from the crowd, but with every company doing so much, it's hard for anyone to truly look different. It's not hard to believe that exhibitors are frustrated with the end results: a huge amount of money and time spent on booths, swag, and staff, and hardly any mention on their new products by major media outlets.

The ESA hopes to retain any interest that still exists by giving developers and publishers more time to appeal to industry audiences, but this could be done without changing the entire event. A list of personal recommendations for improving E3 is available by following the "read more" link below.

• Every year there are more people attending, many with questionable credentials. Even though the ESA wants as many qualified people to attend as possible, I believe they could increase everyone's enjoyment by being more rigorous in checking for "industry credentials." Being an Assistant Manager at GameStop really shouldn't be enough for E3.
• Standard media kits. Coordinate with the larger exhibitors to provide your standard media kit to all media attendees at a single time. Going up to every booth and asking for a media kit, and receiving an ftp login really wastes everyone's time. Keep the good stuff in the booth, but have one place for media people to pick up a packet of all the stardard media goods (and logins).
• No more booth babes. If it's supposed to be a serious event, then be serious. Having girls stand around in your booth for no other reason than to pose with attendees is waste of time. Now if they are running a demo and can answer questions, that's fine. At least give them more of a reason to be there than "guys will want a picture with you."
• Centralize entertainment shows. Don't force game developers and publishers to take up valuable floor space building a stage to have their promotional entertainment events. A single stage should be adequate for the large contests and performances that are being put on. The swag grabbers can just hang out all day for t-shirts being tossed out at every show, and they can stay out of the booths. A small demo stage should be all any exhibitor needs.
• Better media access. If exhibitors are frustrated about how little coverage they get from their investment in E3, they should try to offer as much to anyone in the media as possible. Even small media outlets will reach more people than a single attendee, yet most exhibitors treat them exactly the same. The media-only time at E3 2006 was great, it would be better if it was longer.

My main recommendation is to limit the number of people. Fighting through the crowds and waiting in the lines eat up so much time, it's no wonder many exhibitors feel ignored. Everyone has to see the big 3, and if that takes 3 days, then that's all some people are going to cover.

Entertainment Software Association Announces Evolution of E3Expo for 2007 [ESA Press Release]