“E3 is constantly changing and evolving, as it should. We’re figuring out how to have the gamer participate and be involved while still keeping it a platform for announcements and critical press and business partners. We’re trying to find that balance. As a board member of the ESA [Entertainment Software Association], I think a lot about how to keep E3 as powerful and relevant as possible. I like the addition of gamers invited to play the games and talk about new games coming.”

Tijdens E3 2016, hadden Ubisoft en Bethesda hun briefing om die van Sony en Microsoft gepland, EA zat zelfs helemaal niet in het schema en kwam met een eigen EA Play.

Toen Takahashi zag dat WB de grootste uitgever was op de E3 zonder eigen conferentie gaf Haddad toe dat hij en zijn kompanen wel met het idee spelen.

“For us it’s mostly slate-driven. You look at the people that have meaningful press conferences, the big publishers — there’s a slate that holds that together. I believe that could be in our future. It didn’t make sense for us this year.”