E3 was the behemoth of games shows. It was big, it was loud and ultimately some thought it served no real purpose other than to attract media attention to games, videogames companies and gamers themselves. After the last loud hurrah of the 2006 edition E3, which is organized by the Entertainment Software Association, was last year a much more sober affair, with more meetings between industry people and less public access.

Some have said that this format, which puts the emphasis on doing business rather than posing for the cameras, is better suited for the now mature videogame industry. Others are still thinking of the good old times when John Carmack was demoing games on the floor of the show to anticipating gamers.

A new blow has been delivered to the upcoming edition of E3 after Activision and Vivendi, which are soon to be merged in the biggest deal the games industry has seen, have declared they would not be attending this year's show. The companies stated that they would host a press event during the first week of the show, joining a growing number of companies that use that period to present their products and vision, like Nintendo, Sony and Microsoft.

Rich Taylor, senior vice president in charge of communication for the Entertainment Software Association, stated that "While the Entertainment Software Association remains the preeminent voice for U.S. computer and video game publishers, we can confirm that Activision and Vivendi Games opted to discontinue their membership". He also stated that he regrets the move but still thinks that E3 is an excellent opportunity for developers, publishers and other persons from the industry to get together and debate the larger issues of the moment.

A spokesperson for Activision also said that "After careful consideration, for business reasons Activision has decided not to participate in any official E3 activities. We wish the ESA best of luck with the show".

There are rumors that, following Activision and Vivendi's decision, other major publishers are also thinking of not attending this year.