Min-E3 is a conundrum, wrapped in an enigma, with little to no information getting out at the moment. The approx. 4,000 journalists invited to the event -- a secret selection process made entirely by publishers and not the ESA -- know the general location of where to go in Santa Monica those days in July, but that's it, no further information. That story will come out soon enough, but this is about the PR agencies.
Tom Ohle of Evolve PR has written in his personal blog about the legitimate issues faced by smaller companies in this post -"real" -E3 landscape. Without delving into "inside baseball" territory, the old E3 was a general free for all, for better and for worse, but it did get a lot of attention. Reports about Min-E3's shrinkage have a certain level of spin to them, it's not that exhibitors don't want to go -- the new Min-E3 is designed more or less to keep them out. The same scenario that happened to the invite-only journalists is being played out with the exhibitors.
Ohle writes, "The event will still allow the industry's biggest publishers to showcase their wares, while effectively cutting the legs out from the rest of the industry ... think of every small company that spent a massive portion of their marketing and PR budget on a booth in Kentia, just so they could get to the one event that allowed them to show their products to a ton of media and retail buyers."