ESA: 90% of E3 space sold, 40,000 expected

Industry trade group says it is on track to meet attendance goal for annual game exhibition in June.

The Entertainment Software Association is well on its way toward scaling back up its annual game-industry confab, the Electronic Entertainment Expo. The industry trade group said today that it has parceled out 90 percent of its exhibitor space and is on track to hit its attendance goal of 40,000 individuals. The 2009 event is scheduled to take place at the Los Angeles Convention Center from June 2-4.

The ESA's new E3 format is in many ways a return to the glitzy events last seen in 2006, before it was substantially downsized from approximately 60,000 attendees to just 5,000 in 2007. According to event organizers, the 2009 show will offer both increased exposure due to the lifting of attendance caps and expanded booth sizes. The ESA also said that it has expanded exhibitor invites to "broader technological circles."

Thus far, the format appears to be gaining the support of the third-party publishing community. "The E3 Expo is bigger and better this year and for EA, the expanded format means we'll have more demos, announcements, promotions and blockbuster games than ever before," commented EA's VP of corporate communications, Jeff Brown. Following E3 2008, EA CEO John Riccitiello bemoaned the show's scope, saying that unless E3 returned to its former state, the publisher would abandon the conference altogether.

THQ VP of publishing Scott Guthrie shared Brown's sentiments, saying as part of the ESA's announcement today, "It is very exciting for the videogame industry to once again have a global platform from which to report on the trends, innovations and exciting new games that are fueling the growth of our market."

Thanks in large part to skyrocketing membership dues that rose 1,600 percent over the past two years, the ESA saw a number of high-profile departures in 2008. However, several notable defectors, including Activision Blizzard and LucasArts, have announced that they will again exhibit at the show. The ESA has also acquired new members in recent weeks, with X-Blades publisher SouthPeak Interactive and Harvest Moon house Natsume both joining the representative body's ranks.

69 Comments

  • gamepunk86

    Posted Apr 8, 2009 9:48 pm PT

    why do they have e3 so late now? it's stupid

  • gamecube120

    Posted Mar 23, 2009 3:04 pm PT

    I really think it's too late for e3 to make this huge comeback now. Just the fact that some really big companies aren't coming back tells me that the impact of the ESA's decision has yet to be felt in its entirety; not to mention that other shows have now had 2 years to catch themselves up (GDC most notably). I just don't know if e3 has what it needs anymore to be what it once was...

  • ChristSAKE

    Posted Mar 21, 2009 10:03 pm PT

    the greatest tech!...the biggest games......hope ubisoft,EA, Valve has something great to offer to us!.....the mecca for all gamers E3!

  • Aphallatosis

    Posted Mar 21, 2009 6:07 pm PT

    Nintendo better bring it this year! I'm starving for a new Galaxy level Nintendo game.

  • Mr_Versipellis

    Posted Mar 21, 2009 8:09 am PT

    Hope Valve and BioWare, corp. are there.
    EDIT: Also, hoping to see some footage from IW of COD:MW2

  • thingta42

    Posted Mar 21, 2009 5:35 am PT

    E3 is Just epic! Hope Nintendo give out some new info on the Next Zelda project

  • rikhan_z

    Posted Mar 20, 2009 5:46 pm PT

    90% filled and Blizzard are missing it... sounds strange to me
    however is good to see developers interest in E3 this year with this statistic.

  • Generalmojo

    Posted Mar 20, 2009 3:12 pm PT

    cant wait for E3!!!!

  • fps_d0minat0r

    Posted Mar 20, 2009 11:52 am PT

    xbox hasnt revealed anything good yet.......if it wants to stay alive, its gonna have to announce something good......not little expansion packs for their existing old games.

    i think there will be mmo's for consoles.....for PS3 anyways since they made a contract with ncsoft.

    i wonder if their gonna make a "fake" trailer for a game which will turn true like killzone

    cant wait for Call of duty modern warfare 2 footage!!!!!!!

    probably only gonna be pre-rendered cut-scenes but still =)

  • clixshper

    Posted Mar 20, 2009 9:09 am PT

    Maybe we will get to see a new range of MMO's to look forward with more info on the current ones.

    That and wanting to see what Sony has up their sleeves for the PS3. Same goes for Microsoft...Hmmm, will be a good E3 this year!

  • Hvac0120

    Posted Mar 20, 2009 8:17 am PT

    Maybe Microsoft will finally reveal what they've got planned for the next couple years. Big news for Microsoft has been extremely scarce lately and E3 is a place where they like to try and show off.

    I expect a lot more big announcements at this years show than we've seen at the past 2 E3 events.
    _

  • Rect_Pola

    Posted Mar 20, 2009 6:13 am PT

    Thank god. Maybe this year won't suck.

  • joelgargan

    Posted Mar 19, 2009 10:26 pm PT

    better show of some new metal gear.

    would make my year

  • Lucidmike78

    Posted Mar 19, 2009 9:55 pm PT

    OcTAByo,

    You still don't get it. Its like Coke spends millions and millions of dollars for advertising, but its only audience is workers at Pepsi, Fanta, and RC Cola. Shouldn't they let people who actually drink this stuff see a little bit of their advertisement?

  • Merl57

    Posted Mar 19, 2009 9:50 pm PT

    I will go to these in my lifetime hopefully has a devloper

  • ghaib85

    Posted Mar 19, 2009 5:57 pm PT

    E3 will never "return to its former glory" as long as it is closed to the general public.

  • phase4illini

    Posted Mar 19, 2009 5:19 pm PT

    It's good to know that E3 may finally be returning to its former glory.

  • DarkNeoBahamut

    Posted Mar 19, 2009 4:57 pm PT

    well it looks like it's gonna be very interesting

  • MFDABADKID

    Posted Mar 19, 2009 4:36 pm PT

    Dont worry 360 fan boys i bet microsoft will pay a game developer to show of their game trailer during the 360 conference since microsoft cant make their own quality first party games

  • fiskefyren

    Posted Mar 19, 2009 4:30 pm PT

    meh... i've never really cared about E3 and i probably never will but then again... never say never sounds like a old corny cartoon lol!

  • HyruleanLink

    Posted Mar 19, 2009 4:25 pm PT

    Sounds like E3 is going back to its roots.

  • FoppyOmega

    Posted Mar 19, 2009 4:13 pm PT

    Yeah but there's more videos for us to see on Gamespot

  • ghaib85

    Posted Mar 19, 2009 3:02 pm PT

    Guys, WTF are you excited over? E3 is still a closed event -- it's not open for the general public.

  • MFDABADKID

    Posted Mar 19, 2009 2:51 pm PT

    SONY will win E3 this year with new gameplay footage of awesome 1st party games & the announcement of the PSP 2

    SONY FTW!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  • OcTAByo

    Posted Mar 19, 2009 2:44 pm PT

    Lucidmike78:

    I really wonder what companies have to gain by releasing information on upcoming titles and technologies to a focus group of competitors. Is that really smart?

    I really wonder why do you see all of those millions of dollars invested on Coke publicity around the world everyday since everyone (rich or poor) knows the soda... It's called marketing baby

  • vidplayer8

    Posted Mar 19, 2009 2:35 pm PT

    I graduate the day E3 starts, it's so weird. Luckily I won't miss it though XD.

    Great news.

  • death919

    Posted Mar 19, 2009 2:32 pm PT

    Btw in case anyone's wondering, the countdown is 75 days left until E3.

  • death919

    Posted Mar 19, 2009 2:29 pm PT

    I agree with raylewisnfl52, we don't know alot that's been announced so there's probably going to be some CRAZY announcements, I'm anticipating E3 SO much this year, I especially hope for a new Zelda since the last one was in 2007 and they've never gone two years without releasing a Zelda since like the mid 90's!!!

    Also, we REALLY don't know alot that's coming to the 360 exclusive! I mean we have Halo 3 ODST (which I expect we'll see some gameplay footage of ), but what else!? That's why I think we'll see some big stuff.

    I'm so glad that I'm on summer holidays for those 3 days! I'm probably just gunna end up watching trailers and gameplay vids ALL day those days. XD I really love E3.

  • mdk1985

    Posted Mar 19, 2009 2:25 pm PT

    Come on new Zelda!!

    (fingers crossed)

  • Hellbishop

    Posted Mar 19, 2009 2:22 pm PT

    [The ESA also said that it has expanded exhibitor invites to "broader technological circles." ]

    This sounds pretty cool especially if besides having a strong hollywood movie presence they also have groups dealing with things like robotics and other areas the gaming industry will eventually be involved with in the distant future if not sooner.

  • dabomb691

    Posted Mar 19, 2009 2:22 pm PT

    im going

  • raylewisnfl52

    Posted Mar 19, 2009 2:11 pm PT

    I cant wait for this year not much has been announced yet so I am expecting big games to be announced and big surprises

  • Unholy_Terror

    Posted Mar 19, 2009 2:09 pm PT

    1600% increase in membership dues in 2 years...that's insane

  • mesc420

    Posted Mar 19, 2009 2:03 pm PT

    Nice!

  • klusps

    Posted Mar 19, 2009 1:55 pm PT

    Can't wait for this year's E3!!!

  • nemesis9632

    Posted Mar 19, 2009 1:54 pm PT

    E3's Back baby!!!!!!!!!

  • Wild_Card

    Posted Mar 19, 2009 1:52 pm PT

    in your face to all the people who claimed e3 was dead or for the "casual " crowed now. LOL@all of you. :p Im glad to see e3 gearing back up into THE event for video games.It was always the most exiteing time for gamers IMHO. hopefully we will see the return of epic nintendo and sony press events. man wouldnt it be great to see a new ZELDA unvailed like TP was

  • BigDaddy973

    Posted Mar 19, 2009 1:50 pm PT

    YAYYYYYYYYYY!

  • Balmane

    Posted Mar 19, 2009 1:28 pm PT

    Can't wait to see what great game screenshots and videos and news there has to come.

  • onething77

    Posted Mar 19, 2009 1:24 pm PT

    Well, who`d have thought that it was going to be during a recession that E3 would finally come back strong. I`m excited about God Of War 3, MAG, Gran Turismo 5 and Uncharted 2. I also hope Microsoft will show some trailers of Halo:ODST and maybe a a Call of Duty 6 trailer from Activision.

  • ColdfireTrilogy

    Posted Mar 19, 2009 1:24 pm PT

    Better have a BF3 in the news .... or i am going to have a fit.

  • Lucidmike78

    Posted Mar 19, 2009 1:24 pm PT

    I really wonder what companies have to gain by releasing information on upcoming titles and technologies to a focus group of competitors. Is that really smart?

  • ultimategamer31

    Posted Mar 19, 2009 1:13 pm PT

    The Super Bowl of video game conventions is *fingers crossed* back

  • wukepingu

    Posted Mar 19, 2009 1:12 pm PT

    BF 3

  • pirategunner

    Posted Mar 19, 2009 1:11 pm PT

    I hope MAG and Gran Turismo 5 are shown, and the new Team ICO project.

  • XanderZane

    Posted Mar 19, 2009 1:03 pm PT

    Yeah.. it's definitely a step in the right direction. I went to the show in 2006 and it was packed with people, like it should be. That was the last show I was at before they changed the format. Can't wait to see what Microsoft, Sony and Nintendo announces at the show. Will Sony their price cut? Will Nintendo show a new Zelda and Metroid game? Will Microsoft announce Killer Instinct 3, Perfect Dark Zero 2 and show Forza 3 in action? We have a lot to look forward to.

  • hiway2hell

    Posted Mar 19, 2009 1:01 pm PT

    I'm gonna wanna see god of war III, uncharted 2 and hopefully a glimpse of splinter cell conviction

  • sportwarrior

    Posted Mar 19, 2009 12:59 pm PT

    I'll be there. Awesome.

  • denicola_a_god

    Posted Mar 19, 2009 12:59 pm PT

    sickk i wanted to go this year to see my god of war 3

  • Lancing

    Posted Mar 19, 2009 12:48 pm PT

    Hopefully Square Enix will reveal some more info about that "Rapture" project.

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