Summer Game Fest Swipes Ubisoft As E3 2023 Continues To Collapse


Microsoft, Sony and Nintendo were already out of E3 2023 as the once-pinnacle games showcase struggles to stay alive. Now, one of the last major publishers still potentially attending, Ubisoft, has also announced they’re gone, and a day later, revealed that their UbiForward showcase would be a part of Geoff Keighley’s Summer Game Fest instead.

E3 2023 is actively self-destructing, and it’s not clear the show can exist at all this year, despite the fact that it’s supposed to go on just two months from now. With most major studios publicly departing and the rest unclear about attending, it’s hard to imagine the show, in this case, goes on.

While in part it may have been the pandemic that killed E3, the ESA has struggled with E3 for a while, especially in the age of the livestream where any company can throw any kind of digital or live event whenever they want, and stream it to hundreds of thousands or millions of viewers at a time. What exactly is the point of booking floor space at E3 and paying the ESA for the privilege?

I understand why some lament the death of E3, given that it really was in many ways “Gamer Christmas” with so many shows and massive announcements packed into one place. It’s given us many iconic reveals over the years from console debuts to massive game trailers, but it’s slowly faded in favor of custom, in-house events from companies, or the loosely assembled collection of showcases that make up Keighley’s Summer Game Fest, his E3 replacement that…really doesn’t quite feel like old E3, given its nebulous structure. But in fact, Keighley’s winter Game Awards has probably morphed into the singular biggest industry event, given in part, the awards, but mainly that it’s the lone remaining place that debuts a lot of different big games from a lot of different studios in a singular showcase.

There have been many problems with E3 over the past few years, even before the pandemic, as it simply couldn’t justify its existence at the scale it was at, and failed to negotiate with key players in a way that kept them around.

As of right now, E3 2023 is not cancelled. But I don’t know how it can sustain itself on the limited studios that remain, and it’s unclear how many of those will actually stay as who really wants to be the last one in the pool for something like this?

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