E3 digital event 2021 could be partly behind a paywall

E3 plans to place part of its digital E3 show behind a paywall, sources told VGC.

In response to this article, ESA said in a statement that it “will offer a free experience to anyone interested in E3 2021”.

As we reported in February, organizer The Entertainment Software Association (ESA) is pushing forward its plans for an E3 digital event this summer and is trying to court support from game publishers.

The event, which will be renamed “Electronic Entertainment Experience” (instead of “expo”), is expected to last a week from June 13 and incorporate three days of broadcast content, followed by a consumer experience powered by an official E3. app.

“E3 has always been the unifying force of the video game industry, a time every year when the best and the brightest come together to release the latest announcements and game demos in support of not only their individual goals, but also to evangelize the industry as a whole, ”a presentation document sent to editors reads.

“In 2021, E3 is much more…. Welcome to the Electronic Entertainment EXPERIENCE. International, inclusive. Innovative, irresistible and “in your hands” wherever you are.

“E3 2021 is NOT an in-person event that has gone virtual,” adds the pitch.

“E3 2021 is a cutting-edge and culturally significant digital hub for all corners of the industry and its consumers, from mobile and PC games to electronic sports to watershed console and the early days of the industry. ‘AAA, all of which will generate massive attention and deliver unprecedented safe play. demos while accelerating your B2B, B2M and B2C goals. “

ESA’s intention for the 2021 show is to host several game partner introductory sessions, broadcast from an LED-clad live stage built in Los Angeles, as well as an awards show, a preview evening and the ability for companies to schedule meetings with media and business users through the app.

However, the key feature of E3 2021 digital plans could be on-demand game demos delivered via the cloud.

“Plans for E3 2021 still require approval from members of ESA, which is made up of the biggest game companies in the industry and who have significant influence over the direction of the show.”

ESA wants to partner with Nvidia to power demos using its GeForce Now platform, includes VGC, and allow E3 exhibitors to make their playable experiences available to the general public or privately to the press and businessmen via its application. VGC has asked Nvidia for comment.

Plans sent to publishers suggest that the E3 app will include “virtual kiosks” containing content advertised during the show, as well as merchandise stores and demos.

According to our sources, ESA has discussed bundling parts of its mainstream offering under a paid access pass, which could be for on-demand game demos or a “ premium ” package with additional access.

However, at least one major video game company that VGC spoke to criticized the paywall plans and suggested that ESA had indicated it was willing to back down on the proposal.

In a statement to VGC, the organizer of E3 stressed that whatever happens, consumers could access some sort of free experience.

“We’ve been working hard to provide a free experience for everyone interested in E3 2021, and we’re excited to share more details soon,” a spokesperson said.

It should be noted that the E3 2021 plans still require approval from members of ESA, which is made up of the biggest game companies in the industry and has significant influence over the direction of the show. And with the numbers involved, there’s no guarantee that it will have significant support.

ESA was already facing pressure to reinvent E3, with several major publishers, including EA, Sony, and Activision, having dropped the event in recent years – and that was before the 2020 cancellation, after which many companies such as EA and Ubisoft have found success in managing their own digital. events.

And joining the E3 schedule in any meaningful way still requires six-figure sums, although ESA has cut its asking prices by a third since the start of the year (and the airtime offered is proof of that). .

Several post sources told VGC that they plan to provide content for the E3 digital event, as a show of support for ESA, but will ultimately reserve their major disclosures for separate, independent digital events. like those that took place last year.

ESA – which is funded by game publishers and serves the interests of game publishers – would likely argue that a unified digital games event would grab the world’s attention more effectively than a series of smaller shows.