Previous PlayStation Executive Shawn Layden has commented on E3's downfall, arguing that the show didn't know what it wanted to be and that it couldn't navigate the transition from expo to consumer expo. Shawn Layden appeared at E3 regularly during his time with PlayStation, giving presentations and meeting people from all over the world.
E3 is short for Electronic Entertainment Expo, an annual event that has played a pivotal role in the gaming industry for decades. The event took place in Los Angeles, California from 1995 to 2019. E3 had one last hurray in 2021, but the once-annual show has not been resurrected since then. At one point, E3 was a highly regarded event. Many gamers would eagerly await the show, as developers often created impressive E3 presentations designed to dominate headlines for days. While many developers still prepare exciting trailers for shows like Summer Game Fest and The Game Awards, many fans feel that no single event has brought the entire industry together like E3.
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Shawn Layden breaks down E3's dos and don'ts
In a recent appearance on Game Rants Character Select, Shawn Layden talked about his experiences with E3. When asked about E3's downfall, Layden simply said, “it didn't know what it wanted to be.” He explained that E3 1995 had been a trade show. As a trade fair, its main function was to bring companies and retailers together. As he explained, someone from a retailer went to the show looking for products they might be interested in carrying in their store. As such, a developer would show off what they had been working on and try to sell the retailer on why they should carry the game. He also discussed the importance of press at E3, as gaming magazines were still a popular way for gamers to connect with the hobby. Impressing a journalist could land you on the September cover of a major magazine, which would be beneficial to anyone promoting their game or product. Layden expressed that this was all standard business, but things began to change in the early 2000s.
The rise of the internet meant that media around video games had become much more common, which meant that a lot of information would be leaked before the show. Retailers had also become much more knowledgeable about games and did not need as much guidance when choosing which ones to buy. Layden also went on to explain that from a retail perspective, E3 that took place in June didn't really work. According to Layden, June was too late for retailers looking to stock their shelves with promising products in time for the Christmas rush. That type of business often takes place at the beginning of the year, in January or February. Instead, the show served almost as a status report for products that retailers had already committed to carrying. According to Layden, this was the moment when E3 kind of “lost its purpose” as a trade show.
While he said the people behind E3 had tried to build in consumer elements, trade shows and consumer shows are fundamentally different. He offered the popular Tokyo Game Show as an example of a successful consumer show, which allows gamers to experience a variety of titles with ease. In contrast, Layden said trade show booths are meant to be “traps,” because companies want to keep the attention of those who come to the booth for as long as possible. After all, moving on to another booth is likely to give attention to the competition. Unfortunately, E3 never really adapted or fully committed to becoming a consumer trade show, which likely contributed to its demise. While E3 may be gone, plenty of other events have popped up to fill the void. For example, fans looking for new announcements can always tune in to Summer Game Fest, which offers a fresh look at upcoming titles.
