The Entertainment Software Association, famous for its management of E3, has unveiled a new video game event called the Interactive Innovation Conference. The new event will undoubtedly be something distinct from E3, especially when comparing it with the most recent editions of the trade show. The last E3, as we know it, was held in 2021. It was announced in the media that the ESA suffered a massive financial crisis during E3 2021 and picked the next two editions of the show to be the ones to be canceled. The dismantling of E3 was declared by the organization in Washington, D.C., in December 2023.
Shortly after the official end of E3, i.e., 14 months later, the ESA returned to the public eye by unveiling another of its conventions—the Interactive Innovation Conference, now referred to as the "iicon." The name "Iicon" probably suggests that it is a technology-inspiring conference where leaders of the industry can have an exchange of ideas and network. ESA introduces it as "a first-of-its-kind event designed to connect visionaries, thought leaders, and innovators from across industries," all with the goal of helping them "harness the power of interactive entertainment."
The set date for Iicon is April 27th through 30th, 2026, at the Fontainebleau Resort, a five-star hotel located in downtown Las Vegas, which has become more popular thanks to its high comfort level and many attractions. Long-standing E3 partners have confirmed that they will be sending their representatives to present keynotes at Iicon. The slate of speakers confirmed for Iicon 2026 includes officials from Nintendo of America, PlayStation, Ubisoft, Electronic Arts, and Take-Two Interactive, among others. It is important to note that the conference will be an invite-only event. The individuals who are eager to attend the event are encouraged to sign up at the event's website to receive updates from the management. Expect the majority of the invitations to be payment-based, although the date of availability for them has remained unannounced.
The feature of having it be exclusive is what singles out the present-day E3 from the Iicon, which, on the other hand, focuses more on company representatives. A lot of the same, this exclusivity and the event's emphasis on advancement and intercommunication are exactly what differentiate them among the others. In the period between 1995 and 2016, the E3 was an expo for the industry only, and in 2017, it was the first time it became public.
That part of the E3 where game announcements are concerned was effectively replaced by Summer Game Fest and publisher-specific events before Iicon made its appearance. ESA even cited these publisher events as the main reasons for canceling E3. Whether ESA still prefers a gaming event for the specific industry over the commercially consumer-inclined Musical Game Fest is now fueled by their announcement of Iicon.