EA will host its own public gameplay events in London and Los Angles two days before E3 2016 kicks off in June. The firm is opting for public events instead of a traditional E3 presence.
The firm will host its press conference on Sunday, June 12 instead of the Monday of E3 2016 as it has in the past. The firm has also released its booth in the South Hall of the LA Convention center, which means there won't be game demos present on the show floor.
"We are taking our commitment to put our players first further this year by creating a play experience built around them," an EA representative told VG247.
"Hosting our own event allows us to connect directly with our players and create a meaningful experience for them. In Los Angeles, our players will have access to the games on Monday. We will open up the event to the industry on Tuesday, allowing those who are in town for E3 to see our games and join the experience.
"We’ll unveil more in the months ahead about the games."
The firm said some of the "biggest games of the year" will be on-hand at its free EA Play events June 12-14. In LA the event takes place at Club Nokia, and in London at The Mermaid.
Play LA will last for three days, and the London event, Play London will take place on June 12 only.
Attendees can try out various demos, there will be live events, competitions, special guest appearances, exclusive memorabilia and more.
Live streams for all new games, exclusive behind-the-scenes content and special "online-only prizes" will also be held.
EA's press conference on Sunday, June 12 is scheduled for 1pm PT/5pm ET/9pm GMT. It will be streamed live.
The public can sign up to attend through the official event site.