Shawn Layden Comments on the Downfall of E3

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Shawn Layden, who used to lead PlayStation, believes E3 failed because it struggled to redefine itself. The event couldn’t successfully shift from being a show for industry professionals to one that appealed to the general public. Layden was a frequent presence at E3 during his time at PlayStation, regularly presenting and networking with people from across the globe.

E3, or the Electronic Entertainment Expo, was a major annual gaming event held in Los Angeles from 1995 to 2019, with one final show in 2021. For years, it was a highly anticipated event where game developers would unveil exciting new projects with flashy presentations that often generated a lot of buzz. While other gaming showcases like Summer Game Fest and The Game Awards now exist, many fans believe E3 was unique in its ability to bring the entire gaming industry together.

Shawn Layden Breaks Down E3’s Function and Failure

Shawn Layden, in a recent interview with Game Rant, shared his thoughts on why E3 declined in popularity. He stated that the event lost its focus, failing to define its purpose. Originally, E3 in 1995 was a traditional trade show designed to connect game developers with retailers. Retailers would browse the show floor looking for games to stock in their stores, and developers would pitch their products. The gaming press also played a crucial role, as magazine coverage was a primary way gamers learned about new releases. Getting featured on the cover of a major magazine could significantly boost a game’s sales. Layden explained that this was a standard business model, but things began to change in the early 2000s.

With the growing popularity of the internet, information about upcoming games started appearing online long before E3. Retailers also became more informed and needed less help deciding which games to order. According to former PlayStation executive Shawn Layden, holding E3 in June wasn’t ideal for retailers. June was too late to secure popular games for the busy holiday shopping season, as those deals usually happen in January or February. Instead, E3 began to feel more like an update on games retailers had already planned to sell. Layden believes this was when E3 lost its original function as a key trade event.

Although the organizers of E3 attempted to include elements for gamers, trade shows and events designed for consumers are very different. The Tokyo Game Show is a good example of a successful consumer event, where players can easily try out many different games. However, according to Layden, trade show booths are designed to hold people’s attention – companies don’t want visitors to quickly move on to a competitor’s booth. E3 never fully transitioned to this consumer-focused approach, which likely played a role in its failure. Thankfully, other events like Summer Game Fest have emerged to provide fans with announcements and previews of upcoming games.

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2025-12-26 20:04