E3 was a B2B retail

event, but no longer.

We listened, heard, and evolved.

E3 Vision
E3 will be a fan, media, and influencer festival. It will mark both the
beginning of the news and announcement cycle for the year and be a
convening point for the biggest fans, top video game companies,
leading news outlets and analysts, and social media
influencers, celebrities, and athletes.
 is changing

We’re planning to pivot to an event focused on core

gamers, online influencers, celebrities, and media with
an emphasis on high-flow game pavilions, new
programming, and branded, curated experiences
centered on a theme.
 What’s New
● Newly-conceived and designed show floor
● Digital E3 experience
● Industry/Media day
● More players and fans
● PR opportunities for companies to enhance brands
● Opportunities to market directly to players
● Social media influencer engagement
● Celebrity engagement program
● Attendee app scheduling
● Queuetainment to allow for line engagement
● Paid media partnerships
● Photos ops and video game tournaments
 Anticipated Outcomes
● Incredible engagement and excitement for the new E3
● Increased energy on the show floor
● Enhanced press coverage from mainstream outlets
● Positive online buzz leading up to E3 through timed announcements
● Direct marketing to current and new fans
● Bespoke exhibitor experiences through new activations
● Convenience and efficiencies for exhibitors
● Connections with VIP elites, celebrities, athletes, and influentials
● Goodwill through targeted CSR programs
● Sustained attendee presence throughout all E3 days
 Event Structure

Tuesday Wednesday Thursday

Industry,
Influencers,
Open to All Open to All
& Media
Only
 A New Floor Experience
● Create a “center stage” experience, which could be the E3 Coliseum,
that is a multiuse experience that brings unique, high energy
experiences over the course of the show. This will be designed to draw
people in to watch, but also drive an experience that energizes the
floor.

● Best-in-class event producers who can consult and provide early visibility
into curated experiences and adjacent programming planned for the floor
to help cohesion and interconnectedness.

● Exhibitors will be encouraged to reimagine their pavilions, including

layout and content. For example, exhibitors can bring fan favorite video
games to celebrate community and brand history.
 Exhibitors can create:

● Exclusive/appointment-only activations for select

attendees who will create buzz and FOMO.

● Traditional booths that provide rich experiences

without appointment.

● Open space lounges celebrating community, brands,

and engagement.
 New Programming

● Never-Before-Seen Experiences

● Exclusive VIP Event for On-Floor Exhibitors

● Talk-Track Program with Industry Leaders

● Celebrity/CSR Partnerships to Deepen Engagement

 ● E3 will create experiential events
and PR moments along attendees’
guided journeys that drive
excitement.
New On-Floor ● These on-floor activations will be
Experiences themed and branded, providing
exhibitors an opportunity to
sponsor/underwrite major cultural
moments.
 ● Sample activation: Select LA Lakers
playing a basketball video game on
the floor before thousands of fans
and the media--generating
New On-Floor incredible buzz for the title and E3.
Experiences ● Sample activation: Leading actors
competing in video game
tournaments.
 ● Queuetainment will enable
marketing to attendees in-line.
● Consumers will be able to purchase
day passes for Wednesday and
Thursday instead of three-day
New On-Floor badges.
Experiences ● An E3 app will encourage booth
scheduling to ease lines and
congestion.
 ● E3 currently receives more pitches
for the E3 Coliseum than we can
program in three days.
● Select second floor suites will be
used to host talks and panel
Talk-Track discussions that drive engagement
Program and provide E3 gravitas.
● Select talk-track programs can be
open to only premium pass holders
and gamer badge holders.
 ● In partnership with talent agencies
(e.g., UTA, CAA), pre-book top-tier
celebrities to participate in VIP tour
and social media activations.
● Leverage celebrities’ commitment
Celebrity/CSR to foundations and their causes.
Involvement ● On-floor video game competition
with the winner getting a donation
to their charity.
● Honoring special guests of
celebrities’ foundations.
 The Power of Social Good
● Research shows that Millennials and Gen Z are the most “giving
back”/”social good” generations ever.
● By amplifying E3’s social good brand, we can advance the
industry’s brand with consumers while storing positive chits for
future use (e.g., policy goals, next negative video game story).
● One tactic we can implement is partnering with influencers
(celebrities, athletes, YouTube personalities) who are passionate
about E3 relevant social good efforts (e.g., gender equality, STEM).
● Imagine a NBA Champion global super star participating in an E3
Coliseum conversation and/or global movie star being part of the
E3 Digital Ticket because it included social good components.
 The Power of Social Good
● Influencer engagement through the traditional means is expensive
due to the speaker and appearance fees top-talent can command.
● Our strategy could include a year-round and multiple year approach
rooted in true partnership. We have something they crave for their
social good efforts – attention and access to a platform representing
the biggest industry on the planet. And they have something we
want–validation, attention, and excitement across media outlets
beyond the video game space.
● Done right, these stories “will be the gift that keeps on giving” even
when a new game or product related effort isn’t happening,
because social good occurs non-stop and we could release social
good content to keep E3 relevant throughout the year.
 A Better Attendee Experience
E3 Digital Ticket
● E3 will sell a game demo bundle to fans who want to experience
the games showcased on the floor.

● Exhibitors provide codes to time-limited demos that are enjoyed

through a cloud-based portal.

● Participating companies receive player provided information to

enable follow-up marketing, offers for pre-orders, and
relationship building.

● Next step: ESA will develop and convene a working group of

companies interested in working on a digital ticket.
Expanded E3 Marketing and Engagement
● Paid media buys to promote and amplify E3 and ESA members

● E3 Coliseum

● Bringing E3 to the World

 ● Create paid media partnerships with major
outlets that exponentially increase the
reach of E3 and its exhibitors.
Paid Media ● Enables ESA to control content and the
Partnerships message.

● CNBC “Tech Impact” was a proof of concept

that enabled ESA to build the show, own
the content, and distribute it nationally.
E3 Coliseum

● Speaking Opportunities

● Marketing Opportunities
 will be a
cultural moment
● Experiential
● Filled with events and spectacle
● Intertwined with pop culture
● Amplified
 Member Decision Points
• What is the view of branded on-floor experiences?
✔ Members support the idea of creating branded experiential pods on the showfloor
that can drive excitement and energy.

• Do members support an industry/media/influencer day?

✔ Members support having Tuesday be a media/industry/influencer only day.

• Are the key audiences right?

✔ Members feel that the audience targets are correct and E3 is not a consumer event.

• What is the view on the VIP event before the show opens?
✔ For a variety of reasons, including cost, members oppose having a preview day.
 Member Decision Points
• What are opinions on the E3 Digital Ticket and Theater Activation?
✔ Members support a digital ticket, generally, but are want to discuss it more.
Members are opposed to an in-theater E3 activation.

• Do we bring in celebrities to elevate E3’s exhibitors?

✔ Members support inviting celebrities through an organized program, but are
opposed to paying for celebrities to attend E3.

• Should we increase the consumer limit from 15,000 to 25,000?

✔ Members support increasing the number to 25,000.
 Member Decision Points
• Do members support overhauling the consumer ticketing and
adopting single-day passes?
✔ Members support adopting day-passes as long as there is an option
to purchase multi-day passes in one package.

• What are views on paid media integrations?

✔ No strong member views on this.

• With new programming in the LACC suites, do members support

reinstating an on-floor requirement to purchase meeting rooms?
✔ Members oppose this reinstating this requirement.