The ESA wants to replace E3 with a bunch of buzzwords

The Entertainment Software Association is making a fresh attempt to launch a gaming event. The new project is called iicon, or the "interactive innovation conference." It's not as catchy a name as E3, and sadly for the average gaming fan, it's probably not an event they'll care about as much as E3.

On the positive side, most of the big businesses in games that would have hosted sprawling booths at Los Angeles Convention Center back in the day have already signed on to this new endeavor. Sony, Nintendo, Microsoft, Disney, EA, Epic Games, Ubisoft, Square Enix, Take Two Interactive, Amazon Games and Warner Bros. Games are all named as participants.

However, the announcements on social media promote iicon as being for "visionaries," "changemakers" and "innovators," so our best guess is that this event will swing more toward the corporate side of gaming where people might use that language unironically. If that's the case, this won't really be a replacement for the heyday of E3, when studios big and small would showcase their upcoming projects and drop internet-breaking surprises. Instead, the inaugural event in April 2026 sounds like it will focus more on moving the needle, brand alignments and synergy.

Since the old ESA event's decline and eventual demise in 2023, the consumer side of gaming is mostly being served by splashy events run by Geoff Keighley: the Summer Game Fest and the Game Awards. Both have already announced their 2025 dates.

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