Electronic Arts game-changer: Fan-focused event before E3 expo

By Wade Sheridan  |  Jan. 28, 2016 at 3:16 PM
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LOS ANGELES, Jan. 28 (UPI) -- Mega publisher Electronic Arts will be handling the annual Electronic Entertainment Expo a bit differently this year, allowing fans to play their latest games before the industry and press.

Announced Thursday, EA Play will be a fan-focused public event separate from E3 that will include hands-on game demos, competitions, live streaming, special guest appearances and exclusive memorabilia.

Normally, EA has a big presence at E3 taking up a large chunk of floor space to showcase their latest titles to the press during the closed-off event.

The company will be hosting its annual E3 press conference on June 12, the same day EA Play starts and before E3 officially begins on Monday. The press conference will be "similar [to last year's press conference] in that it's very much about the games...It's also going to include competitions, special guest appearances, musical performances, and other cool stuff that makes it an event," EA spokesman Chris Bruzzo said in a statement to IGN.

A representative of the Entertainment Software Association, which stages E3, commented on EA's change of plans to Polygon noting their disappointment in the publisher's decision to move away from gaming's biggest event.

"EA's player experience underscores E3 as the global launchpad for video game news, announcements, and excitement. As always, we continue to look forward to their contributions to E3 week and can't wait to play the games ourselves."

Fans can sign up now for a chance to attend EA Play which will be free of charge and take place in Los Angeles and London from June 12 -14.

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