Activision won't have an E3 booth this year

Publisher taking meetings at E3 but similar to EA it won't have a massive booth on the show floor

Similar to publishing competitor Electronic Arts, Activision Blizzard has opted not to spend money on a big, flashy E3 booth this year. While EA has replaced its booth presence with a major one next door at Club Nokia, Activision doesn't appear to be taking the same approach. Instead, Activision appears to be focusing on Call of Duty as a year-round staple of its eSports business.

"In June, we're going to be at E3 showcasing gameplay from Infinity Ward's ambitious new game. We're looking forward to sharing exciting new details about the next great Call of Duty game in partnership with our friends at PlayStation. We're proud to be participating in this premier video game event, but won't have an Activision booth on the show floor," the publisher said on its official blog.

"We're also going to be celebrating the community this fall at the Call of Duty Championship, marking the epic conclusion of the first season of the Call of Duty World League, and holding a major community event that will give fans special insight and access to the world of Call of Duty."

We understand that Activision will still be at E3 taking meetings with partners and press but it makes sense in some ways for the company to skip the booth. After all, with Sony putting a spotlight on the next Call of Duty already and Destiny 2 not coming this year, there's less of a need to grab attention with a prohibitively expensive booth.

We reached out to the Entertainment Software Association for reaction to Activision's lack of booth presence at the show. Here's what Rich Taylor, Sr. VP of Communications and Industry Affairs, had to say: “We respect Activision's decision and appreciate their continued participation in E3. E3 is where exhibitors continually innovate and connect with audiences in new ways. E3 2016 will have exciting video game announcements, new virtual and augmented reality experiences, hundreds of exhibitors and a large number of press events revealing what is coming next in the most dynamic industry in the world. We look forward to, once again, capturing the world's attention in June.”

More stories

Original Overwatch will become unplayable when Overwatch 2 releases

Games director says that “When OW2 will be a replacement for the current live service”

By Jeffrey Rousseau

Activision Blizzard shareholders vote for New York's proposed annual abuse report

Publisher's disputes settled, pending complaints regarding misconduct & more would become public

By Jeffrey Rousseau

Latest comments (5)

Richard Browne Head of External Projects, Digital Extremes6 years ago
0Sign inorRegisterto rate and reply
Brendan Sinclair Managing Editor, GamesIndustry.biz6 years ago
Don't make me write another editorial, Richard.
1Sign inorRegisterto rate and reply
Jason Sartor Copy editor/Videographer, Florida Today6 years ago
@Richard Browne: Perhaps, but it is also an opportunity. This is a chance for smaller publishers to go bigger and be more dominant on the show floor for those in attendance and offers a chance to gain much more coverage during e3 in the media from print features, webcasts, videos, etc.

If others are willing to step up, they could really take advantage and be the major news makers at the biggest gaming trade show.

This could also turn out to be really bad decisions on EX and Activision part. They may find others stepped up, gained headlines, exposure and new fans and watched as people tried out different games than usual and could return in 2017.

We will find out. Should be interesting.
1Sign inorRegisterto rate and reply
Show all comments (5)
Gary Bracey Commercial Director, Kuju Entertainment6 years ago
I'm with Richard.
The relevance of E3 has been steadily diminishing over the past 5 years. Their complacency has allowed GDC to become the dominant western influence for games publishers and developers. It's fine for retail and the press but the steadfast refusal to adapt to the changes of the shifting gaming industry landscape has given it the persona of a gaming 'dinosaur' which maintains a prestigious brand but has lost the credibility of the 'must attend' event.
2Sign inorRegisterto rate and reply
Richard Browne Head of External Projects, Digital Extremes6 years ago
Add in Sony and Microsoft having their own events through the year where buyers, press, trade all attend - it's just not worth the time or money. It's duplicative at best. To Jason's point all you have to do as a Publisher is release an exclusive video online at the same time as E3 and you've won as much coverage as anything at E3.

Edited 1 times. Last edit by Richard Browne on 2nd March 2016 5:53pm

0Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.