EA Sports president Peter Moore has called for E3 to claim back some 'strut and swagger' at next week's expo.
In an exclusive interview with MCV, Moore requested that E3 "return to its roots" after two years of downsizing and disappointment.
He said: “If there was ever a time when our industry needs to look confident and optimistic, it is now.
“The return of the E3 Expo to its roots – of providing a focal point for our products and a strong communication platform for the health and vibrancy of our industry – is welcomed.
“I am truly looking forward to this year’s conference and hope we are able to achieve certain things with the show.
“The first is to ensure that we embrace the games industry’s loyal consumers in more meaningful ways at the event – and not shut them out.
“We also need to demonstrate as a global industry how video games are at the absolute forefront of connected entertainment.
“Finally, we need to regain the industry’s strut and swagger – something that the E3 Expo once so wonderfully portrayed.”
Moore labelled last year's E3 "soulless" after a disappointing showing at the US-centric expo.