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And celebrity appearances.
This year's version of the Electronic Entertainment Expo, renamed the E3 Media & Business Summit, aims to be toned down and on a much smaller scale than previous years.
It is being run by Michael Gallagher, a former telecommunications policy adviser under the Bush administration who now heads up the Entertainment Software Association.
He claims it was about the quality of connection for leaders of the industry and not about lots of flashing lights and attractive women.
Last year's show had 60,000 people cramming into the Los Angeles Convention Center but it felt that no one actually benefited.
Only about 30 of the largest video game software and hardware companies are attending this year, down from the hundreds that packed the sprawling Los Angeles Convention Centre in previous years.
Fudzilla staff decided not to attend as we don't believe that it was worth the cost but we will show at Games Convention in Leipzig - Germany, the event that took over E3's mojo.
More here.
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