E3 died back in 2023, when it got cancelled for the last time. But the trade association behind the event, the Entertainment Software Association (ESA), has announced a new event to take its place. Well, sort of, as the new event is called the “interactive innovation conference”, or iicon (yes, it’s stylised without capitals). And this time around it is clearly more for game developers and publishers than for gamers.
The specific verbiage in the announcement, made via the official iicon X account, include “visionaries” and “innovators”. Companies listed on the official site as attendees, or “changemakers” as they are labelled, include the old E3 mainstays as well as those who have, in the event’s final years, chosen to opt out.
It’s also happening a lot earlier than the traditional E3, with the inaugural iicon happening between 27 and 30 April. In the same vein, it’s not taking place in the usual Los Angeles Convention Centre in California. Instead, this event is happening in Fontainebleau, Las Vegas. Nevada.
For now, it’s unclear what the iicon event will mean for the industry as a whole. It probably won’t result in many game trailers being released, and it remains to be seen what game publishers will be coming up with in their effort to “reimagine what’s possible through interactive entertainment”.
