The Entertainment Software Association announced a list of initial partners for the “reimagined, all-virtual” E3 2021 today. So far, Nintendo, Xbox, Capcom, Konami, Ubisoft, Take-Two Interactive, Warner Bros. Games, and Koch Media have committed to the event.
Sony, who ditched E3 in recent years (unrelated to pandemic), is noticeably missing from the lineup. Electronic Arts, another brand significantly absent from the list, held its own event in 2020. Former E3 collaborator Geoff Keighley kicked off the virtual Summer Game Fest last year in E3’s absence, and is holding the event again this year, within the same month.
But despite recent fallout, E3 is blazing forward. The current partner list is only partial, leaving the possibility of more companies to get onboard. ESA President and CEO Stanley Pierre-Louis maintains that the event has historically presented “the best that the video game industry has to offer”.
E3 has traditionally taken place annually in LA, but was cancelled altogether in 2020, due to the pandemic. The 2021 event is “embracing the future and showcasing the video game industry with an all-virtual event that will engage everyone, everywhere”, according to E3’s website.
The event takes place June 12-15, featuring keynote presentations, big game announcements, and an awards show. E3 has committed to making the entire experience free, and developed a new mobile app to host content and info. They have also swapped out an “E”, now branding the event as the Electronic Entertainment Experience (instead of expo), to cater to a virtual audience.
The ESA was reported to have offered on-demand demo capability to its partners, that would give companies like Nintendo and Xbox the ability to let fans/industry insiders get a sneak-peek of gameplay. But the inclusion of demos hasn’t been confirmed at this point. High-quality features like on-demand demos could be just what E3 needs to stay relevant.
E3 2022 is currently being discussed as an in-person event.
With unprecedented competition, the event is implementing major adaptations to its processes and doubling down on its PR game to stay in the race. But will E3’s rebrand be enough to preserve the event’s long-held reputation as the premier games industry showcase? We’re watching to find out.
