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E3 Upgrades L.A. Expo for 2009

The 2009 Electronic Entertainment Expo will take place from June 2-4, 2009, at the Los Angeles Convention Center. The re-expanded E3 will welcome all qualified computer and video game industry audiences, including international and U.S.-based media, analysts, retailers, developers and business partners to preview the latest in interactive entertainment and technology.

After conducting both qualitative and quantitative research, ESA officials stated changes were necessary to better meet the needs of both exhibitors and attendees -- these changes include increased booth sizes, increased qualified audiences, and an intensified focus on reinforcing the high-octane growth, innovation, and captivating entertainment that are driving the computer and video game industry.

ESA downgraded the show from 60,000-plus attendees in 2006 to less than 5,000 in 2007 and 2008, based on complaints that the large format was a financial burden (according to VARIETY) but the new format received even more negative feedback.

"The video game business will be twice as big in 2009 as it was in 2006 when we had the last real E3 Expo -- so get ready for some fireworks!" said Laurent Detoc, president of Ubisoft North America. "The changes made will ensure that the 2009 E3 Expo conveys the best of what makes us proud as entertainment leaders."

"We have put on big shows in the past and small shows for the past two years, and we now have a smart size that will keep us focused on the energy, excitement and growth of the videogame industry today," Michael D. Gallagher, CEO of the ESA, told VARIETY.

IDG World Expo, whose principals have operated E3 since its inception in 1995, will produce the event with the ESA.

The event will be open to ESA members and non-members. Organizers are expanding the list of companies eligible to participate. Companies involved in console, PC, online, and mobile game publishing and developing, qualified business partners, as well as makers of video game hardware and peripherals can exhibit. However, the 2009 edition of E3 will not be open to the general public.

Additional details, including registration, hotel and travel accommodations, and media credentialing, will be forthcoming in the next few weeks and will be available at