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ESA confirms E3 return in June 2009

Michael French
The US' Entertainment Software Association has today confirmed previous reports that the 2009 Electronic Entertainment Expo will run from Tuesday June 2nd to Thursday June 4th.

Taking place once again at the LA Convention Centre, what has been described by the ESA as an '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".

Michael D. Gallagher, CEO of the ESA, explained: “Video games are the fastest growing and most compelling sector of the entertainment industry. And, this upgraded event will reflect the growth, innovation and excitement of our industry. The breadth, scope and quality of the changes made to the show will make E3 the must-attend event of the year.”

The ESA said it had conducted 'qualitative and quantitative research' leading it to the decision to grow the event once again after eventually unpopular attempts to downsize it for 2007 and 2008.

A statement from the organisation added: "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".

The event will be open to ESA members and non-members, while at the same time the list of companies eligible to participate will grow. Including traditional games publishers, online, and mobile game publishing firms plus developers and makers of video game hardware and peripherals can exhibit.

The details, which very much suggest the E3 of old has returned, has already scored backing from EA and Ubisoft.

“The E3 Expo will be the pre-eminent North American gaming show next year. The new, larger event is better for industry leaders and for serious gamers,” commented John Riccitiello, CEO of Electronic Arts.

Laurent Detoc, president of Ubisoft North America, added: "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! The changes made will ensure that the 2009 E3 Expo conveys the best of what makes us proud as entertainment leaders."

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