ESA responds to Iam8bit pulling out of E3 2020

ESA responds to Iam8bit pulling out of E3 2020

The US video games trade body the Entertainment Software Association (ESA) has confirmed that Iam8bit has pulled out of its creative role in E3 2020.

In a statement, the organisation said that it appreciated Iam8bit's contribution to the LA trade show, and also pointed out that there are numerous other companies involved with creating the show floor experience at this year's E3.

“We can confirm that iam8bit is no longer part of the inter-agency group working on E3 2020," a spokesperson said.

"We greatly value their passion for the video game industry and the contributions they brought toward our vision for this year’s show. We have an innovative and experienced team in place including Endeavor’s creative agency 160over90, event innovators Mat+Lo and longtime E3 partners, GES, Dolaher Events and Double Forte—all collaborating to bring to life an exciting and authentic experience for fans, the media and the industry.”

Iam8bit announced it wasn't going to be involved with E3 last week, though didn't give any reason. The ESA vowed to "shake things up" for this year's show. There's also the small matter of coronavirus, which the trade body has said will not affect E3. California has declared a state of emergency, with the ESA still insisting that E3 is taking place.

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.