The West Hall of the LA Convention Center was decorated for the Electronic Entertainment Expo or E3, but the event is officially over because of Apple’s success in game sales and disregard for trade shows. For many years, E3 was a popular event in downtown LA for game industry and related people. It was organized by the Entertainment Software Association (ESA) and catered to marketing, sales, and retailers.
E3 was exclusive to industry professionals and the media and boasted extravagant booths, parties, and swag. Apple was involved in E3 in the past but withdrew from the event in 2005. By 2014, Apple’s absence from the event was noticeable, and other tech companies took note of Apple controlling its message on its schedule.
The direct approach to the customer was a trend that Apple initiated, and they emphasized it further with the success of their App Store for iPhones. This contributed to the decline of E3 as other companies followed Apple’s lead in reaching consumers directly.
The final blow to E3 came in 2019 after two data breaches and health concerns that canceled in-person events in 2020 and 2021. The ESA cited public health risks for the cancellation of the 2022 event, but observers noted that the venue had not been reserved as it had in previous years.
Ultimately, the changing nature of the game business and the pandemic led to the demise of E3. Apple’s success in controlling its own message and reaching its customers contributed to the decline of E3 and continues to serve as a model for other consumer tech businesses.
