ES's Rich Taylor believes E3 is "more relevant and popular now than it has ever been," and it will continue to be, even as the industry heads towards the eventual, all-digital future.
Speaking with GI International, Taylor said the popularity of the trade event is proven in part by the amount of retailers from outside the US attending this year.
"E3 is more relevant and popular now than it has ever been and that is true by any marker used," he said. "We have to cap show attendance to ensure the business of the industry can get done. If we opened up the doors, we would easily have more than 200,000 attendees, but we specifically chose not to do that. This helps the industry have an event that's sustainable, manageable, and easy to navigate.
"Each of our exhibitors underscore the fundamental truth that games are at the heart of E3 and it is the one time in the year when so many leaders from so many sectors are gathered together to see what the world will be playing in the year ahead. We are also diversifying the attendee base and media coverage.
"More foreign journalists-more than a third of the media attendees-are covering E3 than ever before. We worked hard to also have a strong international representation of retailers. This year, half of the retailers attending are from outside the US.
"When looking at trade shows, that is a remarkably high figure and one that underscores the importance and global dominance of E3."
With the push towards a digital industry, Taylor said E3 too will evolve in order to meet the needs of exhibitors and attendees.
"Each year enhancements are made-whether it's through new exhibitors, new ways of enjoying games, or new attendees that are drawn to the centerpiece of the video game world."
E3 2012 kicks off Monday. Be sure and stick with VG247 as we'll be covering as much as possible as it happens.