PlayStation will miss E3 for a second year in a row.
The firm told GamesIndustry.biz that it does not feel the vision for the event is right for what it has planned for this year. Instead it will attend 'hundreds' of consumer events to showcase upcoming games for PS4 and PS5.
"After thorough evaluation SIE has decided not to participate in E3 2020," said a Sony Interactive Entertainment spokesperson. "We have great respect for the ESA as an organization, but we do not feel the vision of E3 2020 is the right venue for what we are focused on this year.
"We will build upon our global events strategy in 2020 by participating in hundreds of consumer events across the globe. Our focus is on making sure fans feel part of the PlayStation family and have access to play their favorite content. We have a fantastic line up of titles coming to PlayStation 4, and with the upcoming launch of PlayStation 5, we are truly looking forward to a year of celebration with our fans."
PlayStation has used E3 as the place to unveil details of its next consoles since the very beginning, attending the first E3 in 1995 to detail the US launch of the original PlayStation. The company's success at E3 2013 was viewed as a major moment in the build-up to PS4, which resulted in Sony reclaiming its market leadership from Xbox.
However, E3 organiser the ESA has struggled to satisfy all of its members who have been split over what they want the show to be. Some publishers such as EA and Sony want to see E3 become a fan celebration of games, whereas others would rather the event remained an industry-focused affair.
The ESA has tried to satisfy both groups by introducing some consumer elements to E3, but with limited success.
Update: In response to the news, an ESA spokesperson said: "E3 is a signature event celebrating the video game industry and showcasing the people, brands, and innovations redefining entertainment loved by billions of people around the world. E3 2020 will be an exciting, high-energy show featuring new experiences, partners, exhibitor spaces, activations, and programming that will entertain new and veteran attendees alike. Exhibitor interest in our new activations is gaining the attention of brands that view E3 as a key opportunity to connect with video game fans worldwide.