Published May 26, 2009
In years past, the Electronic Entertainment Expo (E3) trade show at the Los Angeles Convention Center was the flash-and-dazzle, mega-multimedia, show-to-end-all-shows for the electronic games industry. Multi-million dollar booths, models dressed as scantily clad video game characters, and booming audio dominated the show floor. And of course, new consoles (both Xbox® and Xbox 360 were premiered at E3 shows) and games were on display as well.
Setting up the stage for the Microsoft press conference
at a past E3 show.
Some felt the flash, dazzle, and expense was getting a little out of hand, so the show's organizers tried a couple of new approaches. In 2007, the show was held in a group of hotels across a 20-mile stretch of Santa Monica. (Okay, it wasn't that far, but it seemed like it to journalists scrambling from appointment to appointment.) Last year, the show returned to the LA Convention Center, but without its giant booths, huge crowds, and blaring multimedia. Instead, only journalists were invited, and the show was held primarily in the center's upstairs conference room. The huge, empty space in the exhibit halls gave the whole experience a ghost town feeling. The new E3 approach was proving as popular as New Coke, garnering an even more negative reaction than the show's brief stint in Atlanta in the late 90s.
Ryan waits for the crowds to arrive at last year's E3. He may still be there.
Well, this year, the E3 we all know and love is back. Despite the economic challenges everyone is facing, E3 2009 is returning to the extravaganza we all knew and loved. Big, loud exhibits, spectacular effects, and booth bab…, er, I mean character models and booth hosts, will be back in force. The crowds will be there as well. Though it's not open to the general public, the attendance isn't limited to just game journalists this time around.
And of course, there's the part you're most interested in, the games and other announcements. The fun will start on the morning of Monday, June 1, when Microsoft holds its press conference to kick off the show. We'll be showing [REDACTED—Editor], along with [CENSORED—Editor], and the surprising [SERIOUSLY, ARE YOU TRYING TO GET FIRED?—Editor]. Look to Xbox.com for the full scoop on these announcements as soon as the press conference ends, around noon. And watch the Spotlight and Inside Xbox channels on Xbox LIVE throughout the show for live reports from Major Nelson and the rest of the crew.
Peter Moore's legendary Rock Band performance at E3 2007.
The main show floor opens up on Tuesday, where all the major software publishers will be showing their upcoming games. Attendees will see the latest progress on long-in-the-works titles, get a chance to get hands-on play with titles shipping this fall, and witness the unveiling of dozens of completely new games. Our battle-hardened Inside Xbox team will be reporting throughout the show on Xbox LIVE®, and I'll be reporting highlights on the Xbox.com Community Blog.
E3 classic is back, and we can't wait. Our cameras, netbooks, and earplugs are packed. Watch Xbox LIVE and Xbox.com throughout the show for the latest news and new releases.
Article by Denny Atkin
