What the hell happened to E3?

Dear ESA,

We've been down in SoCal for E3 since Tuesday, and now that the show is all closed up and the 3,000 industry pros and journalists invited to attend are heading home, we can only ask ourselves one thing: what the hell happened to E3? We knew full well coming into this thing that the mammoth, gonzo interactive entertainment spectacle of years past may have been lost to the ages, but the hollow husk of a show you guys replaced it with is drab, depressing, and generally disorganized. In short, we're totally bummed.

E3 used to be our favorite week of the year -- the trade show nerds dreamt of attending. You knew it was E3 season as GameStop and EB clerks the nation over began to claw tooth and nail for even the slightest chance at getting a pass to a show which has since been reduced to four rows of HDTVs in a janky hangar, and what amounts to a shuttle bus tour of Santa Monica's five-star hotels (where exhibiting companies set up shop). It was kind of like seeing a band 20 years past its prime -- it's somehow capable of making you wonder what you ever saw in them in the first place.

So you tell us, were the cost cutting measures that led to the show's meltdown worth it? Because as far as we're concerned, something is really wrong when G4TV has a vastly larger floor show presence than Sony, Nintendo, and Microsoft combined. For an industry that's larger and more powerful than ever, we can't understand how last year's line to play the Wii managed to be larger than the entire 2007 show. No one at E3 feels like a rock star anymore. So we're spilling a 40 on the ground for Kentia Hall, $20m booths, throngs of costumed nerds, and gamers having the time of their lives while we all felt vindicated for loving video games all these years -- even if only for a moment.

Your friends,
Engadget

P.S. -Just in case you've already forgotten, remember what last year's E3 looked like? Here, check it out:

• Microsoft's E3 booth tour
• Nintendo's E3 booth tour
• Sony's E3 booth tour
• E3: South hall walkthrough
• E3: Kentia hall walkthrough

And now compare it to this:

Gallery: What the hell happened to E3?

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[James @ Jul 13th 2007 8:53PM]

It's real simple, and two things at that. One, E3 organizers actually made it more difficult for people within the industry to attend (yet pleebs who work at Gamestop could walk right in), so those of us who used the event as a way to meet up with friends in this industry were quickly excluded. Secondly, all at once developers, studios, and businesses in general realized that pissing away large sums of money and wasting valuable game development time just to show off an early build of a game to a public that would instantly see the same material online was ludicrously stupid and counterproductive to the actually development of good games.

[Dan @ Jul 13th 2007 8:52PM]

I'll tell you what happened. It got married.

[Rjay @ Jul 13th 2007 10:12PM]

... and had three kids. Xbox360, PS3, and the Wii.

Last year was just the pregnancy stage, you know, when mom and dad start prepping the house and showing everyone the ultrasounds, getting all excited. Now the kids are toddlers and the house looks like sh*t again. Ahh the joys of parenthood.

[Dan @ Jul 13th 2007 11:14PM]

I was thinking more of the restrictions many males have cast upon them by their lovely wives. You know, these guys can't come over anymore, only these ones. No you can't have that 70" Samsung boobtube, the RCA is perfectly fine. Why would you need a hooker? I'm ovulating. That stuff.

I suppose children works too. You would have to hide all of the expensive stuff and cool looking sharp objects because they could get their saliva on it.

[Señor Swanky @ Jul 13th 2007 8:55PM]

Perhaps the sign that certain companies have peaked?

Oh... but did I show you my big-ass table?

[armondclark @ Jul 13th 2007 9:04PM]

I knew that it was going to bomb. I normally go each year and work the booth for my job with Intel..but..I will be at E4Everyone in L.A. in October..which should be what E3 was in the past..Fun for everybody (That includes the suits..they complained that last year they could not get any work done..so why the erge to hit so many PAR-TAY's after the show??)Thnxs..ABC..Atlanta

[bfm66 @ Jul 13th 2007 9:02PM]

I respectfully disagree with you sir. The E3 trade show has been an absolute nightmare and a waste of money for the companies that go there. Everyone in the industry would rather hold their own events to show off their new stuff to a captive and interested audience.

I could spend pages here to back up all of those comments, but it's all been said before by a variety of companies and individuals that make the games everyone wants to see. It's great that the show was able to build tremendous amounts of mainstream exposure for the industry, but it's real usefulness has long since passed.

It will be interesting to see what changes happen for next year. Popular theory is that E3 is done, and it may or may not be replaced by something else. Frankly, I think it's time for the industry to evolve and the concept of E3 along with it.

[Jorge @ Jul 14th 2007 2:33PM]

They went low budget because consumers complain about high price games and consoles and they dont spend the money they did before so the BIG 3 dont spend so much any more expecially taking a loss on 2out 3 consoles

[potato @ Jul 13th 2007 9:04PM]

I actually like it better this way. Honestly, the vast majority of marketing for games goes on TV, magazines, or online - very few consumers are directly "touched" but trade shows such as these. That's a lot of dollars that is spent NOT marketing towards people buying these games.

E3's purpose is simple, for companies to come by and show off their products to potential publishers, distributors, or just plain journalists. It wasn't doing its job that well, so it needed to change.

I'm glad it's taken the new format. In the end I still heard about the games I wanted to hear about, I still saw trailers for great games, and all in all it simply didn't change that much for 99% of the world.

[Evan @ Jul 13th 2007 9:04PM]

My heart goes out to the memories of the old E3...
You will be sorrowfully missed my old friend. :(

[eh @ Jul 13th 2007 9:07PM]

Based on the complaints last year it seems like it was just as bad. The companies only have themselves to blame for the new E3, they turned it into a circus and forced the ESA to take action. Last year everyone was breaking the rules, companies were complaining about their neighbors, journalists were complaining about the chaos, everything was a complete mess and it was about everything except games. They brought it on themselves since they were so irresponsible in the past. Perhaps one day E3 will be returned to its formal glory but companies will have to keep their behavior in check if they dont want a repeat of E3 2007.

[maveric101 @ Jul 13th 2007 9:09PM]

sigh. i had always wanted to go to E3. like microsoft's booth last year was simply awe-inspiring.

besides, giants like MS, Sony, and Nintendo have the money.

i realize the old E3 wasn't doing its intended job very well, but to be honest, i don't really give a crap. new E3 sucks.

[Magnus @ Jul 14th 2007 11:28AM]

Problem is the small developers cant afford it and we all know its only the small devs that ever innovate while massive monolithic corporations just create the same crap.

[Steve @ Jul 13th 2007 9:32PM]

since very few people actually go, no one cares. all about the announcements baby !!!

[Jack @ Jul 25th 2007 2:28PM]

As of 2007, E3 will be invitation-only, meaning that instead of around 60,000 people at E3 there will only be 5,000. The reason for this change is to allow for a more intimate atmosphere where business will be emphasized. A separate conference called Entertainment for All Expo has been created to accommodate the public demand for a major, annual video game event.

[Señor Swanky @ Jul 13th 2007 9:35PM]

If someone throws a party and nobody comes, is it the guests that are questionable? Nope.

Decline. Ouch.

[Neebs @ Jul 13th 2007 9:40PM]

This E3 did suck. It was the press conferences of the Big 3, then we had booths where the devs were like "sup? dis is our gam." E3 will never have a NGAGE price announcement again.

[krissaad91 @ Jul 13th 2007 9:53PM]

Well in a way thats kinda of sad.

E3 looked hella of a lot better last year.

[Kevin Murphy @ Jul 13th 2007 9:54PM]

Hey, I still remember CES circa 1982, where anyone who wandered into the Activision party could get free scotch and lobster. If you knew the right people you could get, um, other stuff.

E3 in its heyday didn't compare.

[Mo @ Jul 13th 2007 9:57PM]

It'll be interesting to see how E for all turns out and whether it'll be able to pick up the slack with it's public focus.

[A_B @ Jul 13th 2007 10:01PM]

I liked this year's show better, from a reader's point of view, since it was more about specific information. Not about all the fun a bunch of bloggers and the half-wits at the "major" online publications were having getting wasted or having their pictures taken with models. A week of that crap is pretty boring for people that don't spend their time living vicariously. The writers, obviously, love it. It's a week long party for them and other hangers on who manage to get in.

"the trade show nerds dreamt of attending."

That's not what it was intended to be, but that's what it had become.

For people actually trying to use it as a industry event, it's tough to get anything done. Go to other trade shows. E3 turned into another one of those. You walk by booths, check out the wares, move along. You make contacts, exchange some business cards, readd some materials. That's it.

The less hype-fests, the better.

[Matt L.M. @ Jul 13th 2007 10:02PM]

I had a friend go to E3 the past three years, and he has told me that the venue has been utterly disappointing and enjoyed the chaos of years prior.

[Mr. Picklesworth @ Jul 13th 2007 10:03PM]

I hope this doesn't cause a spamming of more worthy conferences such as GDC...

[Deepthroat @ Jul 13th 2007 11:51PM]

This was done by choice. The gaming indunstry wanted to cater more to the investors than its customers. How fun

[eh @ Jul 14th 2007 1:39AM]

Since when has E3 ever been about customers? Its always been a closed event that customers arent invited to.

[XSportSeeker @ Jul 13th 2007 10:13PM]

Exactly my thoughts.
Not only because of lame booths, but also the announcements.
From Microsoft, a skinned XBox 360? From Sony, an almost exact copy of PSP? From Nintendo, a WiiBoard? I mean, WTF?
Okay okay, they can't be releasing revolutionary marvelous things every year... but this is just too lame.
Just make E3 once in every two years, or something like that... but do make it like the past 3 years.
For those who thinks that things like these doesn't matter, it's plain publicity. E3 was an event that even non-gamers heard about. Last year, I watched stuff about it on the news... something that had never happened before.
This year, I wouldn't even know it happened if it wasn't for tech blogs... so sad.

[Karl @ Jul 13th 2007 10:41PM]

hey, credit where it's due: Sony did try and make this E3 more exciting.

Microsoft might just as well not have bothered, and Nintendo were pretty pathetic. Things like the Wiiboard are the ideas that companies use when they're clutching at straws. Boring. Microsoft's presentation was full of corporate rubbish - it doesn't make me feel any better, knowing that you guys are selling lots of consoles. What makes me feel better is you showing lots of exciting games and trying to thrill me (such as Killzone 2, MGS4). Sony's presentation made me think "woa, I'm loving this!" It's the only company who got even a slightly raised heartbeat.

[Bob @ Jul 13th 2007 10:42PM]

The problem is, the recent years were less and less about the games and the product and more about the "experience" and the party. This is a business for these companies after all, and dropping a couple of million just to get a bunch of severely ungrateful nerds drunk once a year isn't (and shouldn't be) worth it to them.

This has been a long time coming, and let's hope some of the other big conventions go this direction.

[KC @ Jul 13th 2007 10:30PM]

What happened to all the BOOTH BABES????

[Karl @ Jul 13th 2007 10:35PM]

so, who else is coming to Leipzig?

It's sad when big news gets left for Leipzig. Apparently, three big PSP europe-exclusive things will be announced (eu exclusive - ha!), and "something very special" for the PS3. And last year we had Kojima come down and show a brand new MGS4 trailer.

And Leipzig is a boring old town with only 500,000 people. Surely something bigger could be down in a place such as the US.

[Iridium @ Jul 13th 2007 10:41PM]

I'll tell you what happenned. Like all other trade shows it simply created so much weight that it imploded and caved in on itself.

Trade shows are dead. Booths have become so expensive that it isn't worth the expense for your company to attend. $20,000 for a 5'x10' booth isn't unheard of for a tradeshow that might bring 25,000 people.

A small booth at the PGA Expo can run your company $100k before you even pay for the airfare, hotels, and other expenses fro your staff. All of a sudden your spending half a million dollars for something that you don't make any money off of. Its also not like you are introducing anything new since any news will have already made it out on the internet.

It really is sad but it is the fault of the exhibitors and the halls for driving the costs through the roof. The only companies left that can afford the expense don't need the show to show off.

[whatchaknow @ Jul 13th 2007 10:41PM]

the only thing they should have changed (Which they did thank god) was get rid of the half naked girls...WHAT THE HELL DID THAT HAVE TO DO WITH GAMING!!? (ima girl so dont start nothing ;) LOL) im also cool with th fact they didnt have that many people but I wouldve done it better.

but other than that, everything else shouldve stayed like the big lights and screens and stuff. also getting back to more people going, i think they should have something like the first 1000 videogame fans can get in. it was a little to boring without us LOL.

[radiant @ Jul 13th 2007 10:43PM]

It wasn't E3 I missed, It was the SONY PARTY, that was the party on the night of the last day, you could easily tell who stayed up too long and who took advantage of the open bar(s)!!!! like 50 of them. it was not a good idea to try and drink a shot of tequila at each one.

[Bob @ Jul 13th 2007 10:48PM]

This is precisely the reason it's thankfully gone.

[Sean DL @ Jul 13th 2007 10:50PM]

Well now that NewE3 is done, it's now time to wait and compare it ot PAX and the E4Everyone and next year we'll know what one to get all the hype up about.....

[Wales @ Jul 13th 2007 10:51PM]

I will miss E3 as well! Giant events with giant press are exactly what games need. I hope E for All helps. I honestly couldn't even muster enough energy to drive down from Pasadena to Sta Monica this year. The whole thing looked dull as hell. Considering the Engadget reader party as I type though! Long live games!!!

[Tim @ Jul 13th 2007 10:53PM]

I have to say one thing.

Hype revolves around money. And money revolves around power.

Get used to it.

We saw it with the rise and fall of the comic industry, the rise and fall of the movie industry, and now the rise and ultimate fall of the gaming industry.

All of you people that think the gaming industry cares about your sorry pathetic souls, you can forget it. Big huge conglomerates, hell, even this website which is owned by Time Warner, care only about making money. And when the hype becomes cyclical to the point that big companies don't have to invest in keeping the hype moving, then they simply won't. The industry will die, as had all the others, and with it the money will keep flowing.

What happened to E3 ?

Simple.

The companies just don't need you people anymore to stay afloat. Chow

[diverguy @ Jul 14th 2007 1:54PM]

i can see why they hanged it, but i can also see why everyone misse it....

i remember just a few years ago, i dreamed of getting the opportunity to go to E3 one year, just to see everything and be amazed by the sheer presence of the companies andtheir tech and the things you can see that may never come to market...
E3, i will trul miss thee...

[CubeGuy @ Jul 13th 2007 11:30PM]

I hated the new E3, but I must say, I did enjoy the performance by Corporeal at the Microsoft conference. =D

[Ghen @ Jul 13th 2007 11:37PM]

"throngs of costumed nerds"

let me fix that...

"thongs of costumed females"

ahhh yeah, thats what I love most about trade shows.. without that they're worthless =)

[motorer @ Jul 13th 2007 11:43PM]

Hey, I thought it was about the games, not booth babes....

[Sneakz @ Jul 13th 2007 11:40PM]

"So we're spilling a 40 on the ground for Kentia Hall"

Grab my 40 ounce and then I reminisce about the good old days of E-Triple

[St. Stephen @ Jul 13th 2007 11:49PM]

The only time I went to E3 was when the Nintendo 64 was shown off before release, so it's been over 10 years. I had a fun time and as I remember it, it was quite an event. I'm not sure how it changed from then, from the look of things it grew almost exponentially. All things end eventually, and I agree with Tim's post, when he said that "The companies just don't need you people anymore to stay afloat." If I'm correct, he's referring to the press, if so, I believe he's correct. With the internet, magazines, TV etc, I think E3's cost effectiveness and usefulness have run their course. I wouldn't be surprised to hear that the event will not be held in the future (as I remember the promoters have said as much in the past). The people who are the most upset are the press/industry moochers who drank, ate and acted like citizens of Sodom on the backs of the "rich corporations" that paid for the event.

[Josh @ Jul 14th 2007 12:05AM]

I know this may have been a 'better' use of money for the companies, but think about this: sony, microsoft, and nintendo are all multi billion dollar companies and a million is chump change in order to bring the spotlight to one of their products for a week.

I respectfully disagree with all of the previous users stating that the old E3 got nothing done; it was to the contrary, it got the public hyped up about interesting games that were coming out, and spread reviews and commentaries about them on many different websites. I can't speak for the entire globe, but i do know that many people i know have been stoked to come home after work, plop down in front of their TV, and watch G4 cover the event - it was magnificent, the crowds, the booths, the games, i was so much inspired as to actually buy some of them and learn the names of the creators and their companies and have now become a loyal follower of them after feeling more connected to them from the many interviews i watched in the days of old.

Now it is boring, a pathetically crippled version of an extraordinary event that gave gamers and their many idolized companies the lime light for a brief period of time.

here is to the old E3
Cheers

[JET @ Jul 14th 2007 1:51AM]

I rather liked this year's show, actually. The only game I waited in line to play was Rock Band, and even that wait was only 9 minutes. I got 30+ minutes with Lair, 45 minutes with Eye of Judgment, and significant hands-on time with Uncharted, Pain, Everyday Shooter, Warhawk, Boogie, Need for Speed ProStreet, Army of Two, Area 51: Blacksite, Super Mario Galaxy, Silent Hill: Origins, Smackdown vs RAW 2008 (Wii and 360), Portal, Naruto (Wii and 360), Resident Evil: Umbrella Chronicles, WiiFit, Carnival Games, Rayman Raving Rabbids II, Stranglehold, Little Big World, Nucleus, a bunch of other stuff I can't remember the names of, and a 1 hour preview of Fallout 3. I can't remember another E3 where I had such unrestricted access to upcoming games. I even had a decent amount of free drinks. Sure, none of the parties approached the greatness of Inside E3 2005, but the show itself was great.

JET

[Logik @ Jul 14th 2007 1:54AM]

I stopped supporting the gaming industry when they announced this crap last year. I'm back to playing WC3 exclusively. If they want a piece of my budget, they better wow me or at least try harder than this year. Until then, I will do everything to shun them.

[rrkinser @ Jul 14th 2007 2:49AM]

uhm... o... k... : shrug :

[kaizoku @ Jul 14th 2007 2:14AM]

god forbid E3 be about the games and companies rather than the booth babes and flash. I think A_B hit the nail right on the head with his post.

[Dave @ Jul 14th 2007 3:06AM]

Time moves on and so do products?

[Seth @ Jul 14th 2007 5:20AM]

Dear Engadget,

There used to be a time that we could organize big trade events, and everybody would be there, because they knew it was the place to get exclusive info and hands on experiences. Companies would pay hundreds of K's just to be present. But over the last couple of years, things have changed. The companies that used to exhibit have grown into shareholder facing corporates with no interest in the public they grew up from. But another trend emerged. These so called weblogs! Darn them. They have the scoops, they have all the previews, reviews and 'me'views. We tried to silence a couple (remember Sony vs. Kotaku) but it was unstoppable. Why wait in a line for hours for 3 seconds of Wii, when you can get all the insides in reviews from a weblog. We hate to admit it, but guys like you Engadget, are maybe the most important reason why we have become irrelevant and even obsolete.

ESA
ps. have any jobs available?