A Promising Start for ESA's iicon, but More Commitment and Candor are Needed

The Entertainment Software Association's first event since the demise of E3 was conceived with a distinct objective. Instead of a large, flashy conference center catering to consumers, iicon took place on a single stage and a few meeting rooms in a newly opened, relatively empty casino on the outskirts of the Las Vegas strip. The attendee count was in the hundreds, rather than tens of thousands, with stage presentations focusing on strategy, government policy, and brand partnerships. The event was intentionally small, but felt even smaller than anticipated, with a central area that seemed cavernous and empty, despite hosting a handful of branded stands, a NASCAR simulator, and a virtual golf game. However, the audience made up for its limited size with its high quality, comprising senior executives from prominent companies, including Andrew Wilson, Strauss Zelnick, and Yves Guillemot. The event's value lay in the conversations that took place on the sidelines, which were likened to the early days of DICE by industry veterans. This was achieved by deliberately excluding certain attendees, such as web shops and live ops vendors, and instead focusing on C-suite level discussions. However, the absence of key players like Xbox, Nintendo, and Sony was noticeable, with only Sony's San Diego studio making an appearance to discuss its collaboration with Major League Baseball. The event's debut was also marred by the cautious approach of its participants, with panels and breakout discussions being well-curated but lacking in new insights or information. Many speakers declined to take questions from the audience and left immediately after their presentations. The venue, the Fontainebleau, felt more suited to the event's tone than its hosts may have intended, with its quiet gaming floor, empty card tables, and underpopulated high-end shops. The ESA now needs to secure the participation of key industry players to make iicon a success. There is a clear need for industry leaders to engage in serious conversations about shared challenges, such as the rise of UGC platforms, the decline of traditional AAA games, and the potential of TV, as well as the risks of regulation. Iicon has been designed to host these conversations, but it requires all its members to commit and be willing to share new and innovative ideas.