The Entertainment Software Association (ESA) held its first major event since the end of the Electronic Entertainment Expo (E3) in Las Vegas last week. The event, named iicon, took place at a casino on the lower end of the Las Vegas Strip. Attendance was limited to approximately a few hundred people, a significant reduction from the tens of thousands who typically attended E3.

Organizers emphasized a strategic focus for iicon rather than a consumer showcase. Presentations on the single stage covered industry strategy, government policy, and brand partnerships. The attendee list was strictly controlled, and the event generated little breaking news for the consumer press. Coffee at the venue was noted as being of good quality.

Shift in industry focus

The event marks a deliberate departure from the large, consumer facing format of E3. The ESA had previously announced the permanent closure of E3 after decades of operation. The association stated that iicon was designed to address a different objective: facilitating direct business to business discussions and policy conversations.

Industry observers noted that the event lacked the scale and public visibility of its predecessor. However, the shift in format was widely expected given the decline of large trade shows during the pandemic and the changing nature of game marketing. The ESA has not yet confirmed details for a follow up event.

Mixed reception from attendees

Attendees and analysts have indicated that while the iicon event was a necessary and promising first step, it required more concrete commitments and greater transparency from the ESA. The focus on high level strategy and policy was generally seen as appropriate, but some participants expressed a desire for more substantive outcomes and clearer long term plans.

The event’s location and limited size allowed for deeper networking opportunities, but also highlighted the challenges of replacing a major global platform like E3. Critics pointed out that the event lacked the candor needed to address pressing industry issues such as layoffs, platform consolidation, and labor practices.

Next steps for the ESA

The ESA has not issued a detailed post event report or timeline for future iicon editions. The association is expected to gather feedback from attendees and sponsors before announcing any expansion of the event format. Industry watchers will be looking for signs that the ESA can build on the initial momentum with increased investment and clearer governance.

Source: GamesIndustry.biz