Well well, we asked for something new at E3, and we certainly got it.
So in a rather surprising move, EA has pulled out of the E3 yearly romp in favour of what they dub “an all new event experience”, that being EA Play. Now if that sounds like a confusing buzzword buffet, as it is, do not despair, as they did release some clarification alongside this.
EA Play has been revealed to be a separate event entirely from E3, removing the EA booth from the 2016 demonstration and pushing it instead to an off-site, 3 day event at Club Nokia near the Los Angeles Convention Centre, and is completely open to the public. It will actually precede the E3 main event, spanning from June 12 in the London “Mermaid”, to June 13-14th in LA.
— Electronic Arts (@EA) January 27, 2016
In a statement as to what will actually be featured at EA Play, the public will apparently be able to “experience hands-on game demos, live events, competition, special guest appearances, exclusive memorabilia.” So it is generally the standard affair as to what would regularly be done at E3. Briefing and Conferencing are to go ahead as normal at the new location, and will indeed be streamed by journalists and likely by the company itself.
EA has put out is a short paragraph on the official website for EA Play justifying the move, stating that “our players are the driving force behind everything we do.”
Regardless, people wishing to attend will need to reserve tickets in advance, as both space and time is limited, but there is no current or future intention to charge money for these, and they will indeed be free to reserve, with more information promised in the following weeks and months.
Thus EA has decided to go full force into brand new territory for them, in a similar way to which Bethesda acted last year, but, while without confirmation, this looks more likely to become regular. EA is an industry giant, and thus this move will undoubtedly have a palpable impact on this year’s E3, as it indeed had one of the largest sections of floor space in the annual event, so whomever takes over this area will have a great deal to live up to, but will have a dominating presence in the convention.