Ubisoft told VGC insiders on March 27 that it would not be attending the Electronic Entertainment Expo (E3) 2023, joining major companies like Microsoft and Nintendo in skipping the annual trade show.
Ubisoft had long supported the trade show, having presented at the event in 2010 and continued attending over a decade later. It only missed E3 in 2020 and 2022 when the trade show was canceled over pandemic concerns.
However, the Assassin’s Creed developer told VGC that it would change venues for the first time, showcasing its lineup of games in its Ubisoft Forward Live Event in June.
“E3 has fostered unforgettable moments across the industry throughout the years. While we initially intended to have an official E3 presence, we’ve made the subsequent decision to move in a different direction and will be holding a Ubisoft Forward Live event on 12th June in Los Angeles,” a Ubisoft representative said.
E3 has been a staple event for the gaming industry since its inception in 1995. Traditionally, big companies ranging from renowned developers like Ubisoft to console giants like Playstation would reveal exclusive sneak peeks into new projects during the trade show. The event’s popularity has also helped indie publishers like Devolver Digital showcase their works to a broader audience.
However, the trade show has waned in popularity over the past few years, especially after its cancellation in 2020 due to the COVID-19 pandemic. In 2021, the event took place online with mixed reception, and it was canceled again in 2022 when COVID-19 concerns arose. With Ubisoft going back on its initial decision to join E3, there have yet to be any major companies confirmed for this year’s event.
Despite this, E3 organizer ReedPop promised that several unnamed AAA companies and indie developers would still join the trade show, though they have yet to announce their attendance.
“The full roster of exhibitors will be announced in the leadup to the expo, providing participating companies the opportunity to make their own individual announcements beforehand,” ReedPop said.
E3 is scheduled to start on June 13 at the Los Angeles Convention Center. It will be the event’s first physical trade show since 2019.
E3 troubles
In January, an insider leak revealed that Sony, Nintendo and Microsoft would be skipping E3 2023. It marked the first time in over two decades that none of the three of the gaming industry’s biggest console powers would present at the event.
With E3’s waning popularity, these companies have amassed popularity for their own showcases. Nintendo has its regular Nintendo Direct presentations, showcasing its lineup of games for the first half of 2023 on February 8. Meanwhile, Microsoft will host its Xbox Games Showcase in the same period as E3.
Insiders have pointed out behind-the-scenes frustration surrounding E3’s organizer association, the Entertainment Software Association. Companies allegedly bemoaned the association’s mismanagement of the E3 brand, with IGN sources revealing that numerous organizers have left the association.
ReedPop, the event organizer for this year’s E3 and former planners for PAX and EGX, were also criticized for their handling of the event. Reports revealed that the organizer contacted publishers last year but couldn’t give the necessary information to potential attendees just six months before the event.
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