According to aSuspected internal document from the Entertainment Software Association (ESA)This suggests that the future E3 video game expo may be planning to transform from the current commercial exhibition format, perhaps by following the example of Gamescom in Cologne, Germany, and attempting to increase the number of gamers, opinion leaders and media with different attributes to give the exhibition content more exposure and matchmaking opportunities, and attract more crowds, thereby ensuring the importance of the exhibition itself.
With the recent development of online information dissemination, business opportunities previously mediated by large-scale exhibitions and events are gradually being replaced by online platforms. Large-scale exhibitions that were originally focused on business negotiations, such as CES, Computex, and IFA, have actually been under pressure to transform in recent years. This is especially true for the Hanover Computer Show (CeBIT) in Germany, once hailed as one of the world's three major computer exhibitions.It was announced last year that it would be discontinued, coupled with the fact that most manufacturers have begun to resume their tendency to organize their own events to attract market attention, the curators behind these large-scale exhibitions have all begun to think of ways to attract more manufacturers and crowds.
In reality, it's not that manufacturers no longer value the benefits of large-scale trade shows. However, many factors are considered, such as the actual business opportunities generated by participating in exhibitions, as well as the costs of exhibiting, such as booth rentals, exhibition setup, and manpower. Many manufacturers prefer to organize independent events near the exhibition venue during the exhibition period. This can still attract exhibitors and media visitors, while also allowing for interaction with general consumers, thereby generating greater "exhibition" benefits.
For example, at Computex in recent years, many companies opted to comply with curatorial regulations by renting booths within the show floor, while focusing their actual exhibits on independent events outside the exhibition area. Similar situations also occurred at CES earlier this year and the recently concluded IFA event. Some companies even opted out of the show altogether, choosing to hold their events elsewhere. While this still allowed them to capitalize on the exhibition buzz, it simply meant that visitors and media had to travel back and forth between locations.
Therefore, to prevent vendors from declining to participate and thus causing a loss of popularity, many curators have begun devising various strategies to retain vendors and increase attendance. For example, the aforementioned requirement that vendors at least rent booths in order to promote their products at nearby locations during the exhibition period, as well as offering ticket sales, collaborating with educational institutions, and even further relaxing entry requirements, are all aimed at attracting more visitors.
However, such an approach would inevitably alter the original nature of the exhibition. After all, the addition of more general consumers and non-commercially oriented visitors would inevitably alter the visitor experience, even affecting the original atmosphere of business negotiations and potentially leading to the addition of more consumer-oriented activities. Whether such a change would actually bring positive development to the original exhibition is difficult to say.
For example, just how tickets should be charged can be a headache.
E3's limited three-day ticket offerings this year are limited to 1000 sets. Even early bird tickets cost $149, and full tickets are as high as $249. If the event is to be fully open to the general public in the future, ticket prices will inevitably have to be lowered. However, whether this can support the original cost expenditure, or even considering adding more on-site consumption models, may require further careful calculation.
Even if the ticket issue is resolved and the event is open to a large number of general consumers, it may still be necessary to consider order within the venue, site maintenance, and avoiding other situations that may cause derivative problems. Therefore, it is not as simple as simply adding general public admission to events originally aimed at business people and the media.
Computex, which has consistently emphasized transformation in recent years, emphasizes integration with emerging industries and new technologies, but fundamentally, it hasn't changed much. Ultimately, it's still a matter of using various methods to boost visitor numbers. Even on the days when business professionals were allowed in, the venue was already packed with ordinary people entering with tickets. Similarly, IFA, which has also been promoting transformation in recent years, has gradually incorporated many PC and mobile phone-related topics from its original focus on home appliances, resulting in a somewhat unrelated appearance. Fortunately, it has successfully integrated with emerging topics and home appliance IoT applications, ultimately maintaining a consistent focus on the exhibition's core principles.
The topic of E3's transformation has actually been discussed for years, and the show's curator, the Entertainment Software Association of America, has continued to enrich the show's activities with new themes, and has even begun to experiment with opening tickets to the general public. However, with the rapid flow of information online and the continuous changes in the communication model between manufacturers and the market, Sony's PlayStation even decided to skip E3 this year, instead hosting its own independent event to attract players and using online live broadcasts to let players around the world know about new game news in the fastest way. Although Microsoft still had a booth at the show, it attracted players through independent events outside the exhibition hall and even directly invited game developers to interact closely with players.
Obviously, simply opening up to more people will not solve the current dilemma faced by various large-scale exhibitions that cannot bring greater benefits to exhibitors. Therefore, transformation has become a choice that all exhibitions must face. At the same time, how to transform and what form of transformation to adopt are directions that must be carefully considered in the future.
