E3 is looking to be a completely different show in 2020 if the plan slides distributed today mean anything. Pitch slides and details shared by GameDaily.biz have organizers looking to make E3 2020 a “fan, media, and influencer festival,” along with plans to further police its coverage with major media partnerships.
The ESA proposes leaning towards deals with influencers and celebrities from talent agencies like UTA and CAA. Examples of events given are having members of the LA Lakers playing a basketball video game or actors competing in a tournament. It also has been confirmed that an additional 10,000 consumer badges have been made for E3 2020, bringing the formerly industry-geared event closer to a consumer event with 25,000 consumer badges in total. There are plans to have an industry-only day on Tuesday.
What’s most alarming, though, is the above slide from the proposal that talks up paid media partnerships. The slide reasons that these partnerships will help the ESA “control content and the message” as it seeks major media outlets that “exponentially increase the reach of E3 and its exhibitors.” The slide also points out broadcasts from the show Tech Impact as a “proof of concept that enabled ESA to build the show, own the content, and distribute it nationally.” The episodes in question, which can all be viewed online, do not have any disclosure or legal copy mentioning paid promotion from the ESA.
These revelations will likely add to the growing pile of concerns about the trade show. A list full of personal details for over 2,000 attendees was pulled from the ESA website this year along with similar security breaches in 2004 and 2006, while the show’s attendance has been in a steady decline when compared with other video game conventions.