New expo arrives to replace E3 – it’s called ‘E for All Expo’

Alex Zaharov-Reutt
Saturday, 06 January 2007 19:06

Opinion and Analysis

For years, the biggest gaming show in town was E3, but following the decision to move E3 from Los Angeles to Santa Monica and to scale it down for retailers, media and companies only last June, LA wanted something as big and bright to replace it – and it’s coming this October.

Called the ‘Entertainment for All Expo’, or ‘E for All Expo’, it’s a name that was chosen from an online competition by Macworld organiser IDG to help them find a better name than ‘GamePro Expo’.

The winner was Dante Padre, a Californian who entered the contest last November and found himself the lucky winner. "This show seems to be about inviting everyone to participate," said Padre. "They even asked gamers to create the name. Unlike other industry-only events, this show is for everyone. Now everyone will have the opportunity to experience the excitement, the entertainment, and the early look at the industry that's only been available to insiders before."

E3 was an important financial boost to Los Angeles every year, and the E for All Expo provides a way for both the city, gamers around the world and companies to host an event that will showcase the best of gaming to as wide an audience as possible.

Attendees will even be able to buy products they’ve seen at the show in retail areas no doubt to be set up by US retail partners, keen to satisfy the customers urge to buy the latest and greatest right there and then.

Set to be held on the 18th to the 20th of October, the show will feature the usual collection of games companies keen to show off their latest wares and upcoming potential smash hits, a series of gaming tournaments, a ‘Video Game Live Concert’, a range of family-oriented offerings which could potentially revolve around family games like Sony’s Buzz and Singstar Series of ‘Party Starters’, and the Nintendo Wii’s unique style of gameplay that has proven able to attract the attention of those not classifying themselves as gamers in the past, and who might still not classify themselves as gamers – even though they’d like to buy, or have already purchased, a Wii.

The E for All Expo website also promises that attendees will be able to see ‘all of the insider stuff – no longer just for industry insiders’ and that there will also be a job fair where prospective employees and employers can meet and greet in the perfect face-to-face environment.

According to the E for All press release, Danielle Levitas, vice president of IDC's Consumer, Broadband, and New Media practice said that "The games market continues to expand in every way.”

Levitas continues that: “From consoles and handhelds to online and mobile gaming, we are seeing platforms, business models, and content evolve to take advantage of new populations of gamers that span all corners of the globe, young and old, and male and female. Furthermore, with the burgeoning growth in virtual worlds and downloadable games to portable CE devices, the line between games and other forms of entertainment is blurring and this should ultimately drive gamer numbers even higher."

Mary Dolaher, Executive Vice President of IDG World Expo, said that "We've witnessed a growing demand for a consumer-focused interactive entertainment show these last few years - both from consumers and from the industry”.

Dolaher continues that the: “E for All Expo will offer an unprecedented opportunity for people who share a passion for games to try before they buy - and to interact with the people who created them. For companies that produce and develop games, interactive toys, and all things related, our goal is that E for All will foster promotional and relationship-building opportunities that only face-to-face contact can create."

No word on which companies are signing up to attend, but can be no doubt that negotiations are likely already taking place. So, gamers of the world, you can rest easy. E3 may no longer be the games expo that it once was, but the E for All Expo looks like very happily taking its place.