EA ditches E3 2016 show floor for their own event
I see you're planning on making me work on a weekend, EA.
Typically, the biggest announcements in gaming are made on the Monday before E3 begins. Developers and publishers host conference after conference, revealing the biggest games and technology that they are working on.
This year, however, will not be like every other year at E3. One of E3's biggest developers/publishers will not be participating in the events alongside (presumably) Microsoft, Sony, Ubisoft, and possibly Bethesda if they choose host another conference this year.
Electronic Arts (EA) has announced plans to host hosting its own event prior to E3, in Los Angeles, California and London. Unlike E3, the EA Play event will allow fans to test out some of EA's biggest games (traditionally E3 does not allow fans, only industry workers and press). Of course, EA will still have some presence at E3 2016 to allow press to get their hands on their games.
From June 12 to June 14, EA Play will make games and demos available to fans at Club Nokia in Los Angeles and on June 12 at The Mermaid Event Center in London. EA will still have a tradition press briefing, but it will be held on Sunday, June 12th, instead of its traditional spot on Monday afternoon the day before E3's show floor opens.
The decision to ditch E3's show floor seems to be more consumer driven than cost driven. An EA representative offered the following statement in response to questioning regarding the company's decision:
“We are taking our commitment to put our players first further this year by creating a play experience built around them. Hosting our own event allows us to connect directly with our players and create a meaningful experience for them.”