Xbox has announced it won't be exhibiting in the Los Angeles Convention Center for this year's E3.
Instead, the platform holder has taken over the Microsoft Theater just across the street in order to host its "biggest showing ever".
In a post on Xbox Wire, the company attributed the move to "the evolution of E3, now including fans and extended show hours" - referring to organiser ESA's decision to increase the number of public tickets on sale this year.
The ESA has assured that this should not impact the industry's presence too much, as it has extended show times to include industry-only hours.
The Theater will host the firm's E3 2018 briefing on Sunday, June 10th (continuing the earlier-than-usual showing after last year's move from its traditional Monday slot) and demos of Xbox's upcoming games.
Microsoft says expanding out of the Convention Center also enables Microsoft to "include even more fans and partners".
However, this does not mean Microsoft will not have any presence on the E3 show floor itself. Instead, the firm is setting up a dedicated Mixer booth this year as it continues to promote its wholly-owned streaming service.
The Mixer booth will be used to broadcast demos of Xbox games and even allow attendees to host their own streams during the week.
Last year, the platform holder held giveaways for any Xbox fans watching its press conference via Mixer and will no doubt revive this initiative in June.