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Lowenstein reveals name, date and venue change for E3

Entertainment Software Association president Doug Lowenstein has revealed the first details of what visitors can expect from next year's E3 - including a new name, a new venue and a new date.

Entertainment Software Association president Doug Lowenstein has revealed the first details of what visitors can expect from next year's E3 - including a new name, a new venue and a new date.

Speaking to the Wall Street Journal, Lowenstein said that the event will be known as the E3 Media Festival from now on. He did not discuss whether this means other types of media will also be on show.

Around 5000 people are expected to attend, a dramatic drop from the 60,000 visitors who were at this year's E3. According to Lowenstein, this is in a bid to meet the needs of exhibitors who felt the event had become too big: "Some companies were frustrated because E3 was such a huge, sweeping event it became increasingly difficult to get their messages out."

Next year's show will be held in July, rather than May as is traditional. It appears that the date change is designed to give publishers more time to work on products slated for a Christmas release.

And finally, E3 will no longer take place in the Los Angeles Convention Center - instead, the ESA plans to use two hotels, holding press events and meetings in suites and conference rooms.

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