The Entertainment Software Association (ESA) has confirmed that E3 is to change completely - becoming far more intimate. It wants to focus on targeted or even personalised meetings and events.
Details have not been finalised, but the revised event looks set to remain in Los Angeles and will likely keep its May slot.
"The world of interactive entertainment has changed since E3 Expo was created 12 years ago," said ESA president Doug Lowenstein.
"It has become clear that we need more personal dialogue with the worldwide developers, retailers and other key industry audiences."
The spiralling cost of attendance plus regional events such as Tokyo Game Show and Games Convention Leipzig have increased the pressure for change.
"It is no longer necessary or efficient to have a single industry mega-show," admitted Lowenstein.
"By refocusing on a highly-targeted event, we think we can do a better job serving our members and the industry as a whole."
Watch this space and the print edition of MCV on Friday for more exclusive news and insight.