UK and European retailers and media are a ‘primary focus’ for 2009’s E3, ESA CEO Michael Gallagher has told MCV.

Late last year, the association which organises E3 announced the event was to return to its original format this coming June after two years operating an unloved, smaller show.

Gallagher said that momentum has returned to what he described as a ‘rejuvenated’ event, pointing out that a raft of exhibiting companies have already signed up – including big hitters like EA, Activision, Ubisoft and Take 2 – while the likes of Sega and THQ have ditched their replacement European event in lieu of the LA show – as revealed by MCV last month.

The ESA has even removed restrictions on booth sizes to make the show bigger for third-parties than during its heyday (see ‘Showfloor Show Offs’).

“We are extremely excited about the early indicators around E3 and its rejuvenated format. If there’s a place that you want to go to capture the energy and creativity of the video game industry, on display for the industry and media, there’s one place to be – and that’s in LA from June 2nd to 4th, where all of that will be under one roof,” Gallagher said.

“E3 will be a showcase for the most dynamic form of media in the world.

“This year’s event will be a sharp upgrade from the previous two years and we are going back to the target audiences from the shows in 2004, 2005 and 2006. We are very much targeting international media, international retailers, as well as the North American market. That’s a primary target for us.

“At a time when there are certain economic challenges for the European business and media, this is the best value event that they will see all year. And that’s a departure from the previous two years which were exclusively for the North American market."

The ESA earlier today confirmed the complete exhibitor listing for this year's event.