ESA

The expo that aims to become the monster that once was E3 has received a new name, a new website, and timeframe for registration. IDG, the publisher of GamePro Magazine and the owner of the new show announced that the GamePro Game Expo will henceforth be called the "E for All Expo" ("E" for entertainment). The show will take place inside the Los Angles Convention Center from October 18-20 and will allow the public to "test drive tomorrow's tech and be on the inside track of all things in electronic entertainment."

Ironically, the ESA endorses the E for All Expo, even though it appears to embody the spirit of E3, which underwent major changes earlier in 2006. Registration for the new show starts in spring.

Doug Lowenstein, President of Entertainment Software Association, will step down from his current position in early 2007. GameSpot reports that Lowenstein has accepted a position at a new investment organization. Many are sorry to see Mr. Lowenstein leave the ESA, as he has done great things for the video game industry. He has put up with nutcase lawyers, built bridges with politicians, dismantled the bloated E3, and established the more realistic E3 Media and Business Summit.

A surprising development in the war between honest politicians and sinful video games comes from Washington, D.C. today. GamePolitics reports that Senators Hilary Clinton and Joe Lieberman will hold a press conference with ESA president Doug Lowenstein to announced a new television campaign to promote the ESRB ratings system. The campaign, which will run nationwide, aims to make parents more aware about how game ratings work. Representatives from both Best Buy and GameStop will be present at the press conference, which is scheduled to begin at 3:00 PM EST.

Clinton and Lieberman have long been opponents of the video game industry. What would cause them to change their views so rapidly? Joystiq suggests that the recent elections results could explain it. Now that the Democrats control the Senate and the House, the pair may want to focus on getting something worthwhile done. Joystiq also points to the fact that Hilary has her eyes on the Oval Office and she may want something more substantial under her belt.

Stay tuned for updates after 3:00 PM EST.

[Senators Hillary Clinton & Lieberman to Participate with ESRB Ad Blitz @ GamePolitics]
[Clinton and Lieberman make nice with ESRB ... why? @ Joystiq]

The ESA revealed more information about the future of E3 including dates, a location, and a subtle name change. The E3 Media and Business Summit (formally known as the E3 Media Festival) will be held in Santa Monica from July 11 to July 13. The invite-only event will take place in several hotels and Barker Hangar, a Santa Monica Airport hanger that's used for large events.

The hotels will host intimate chats between media, retailers, and developer partners as well as daily luncheons featuring top executives. According to an ESA press release, the hanger will be used as space for "companies to showcase their games in standardized, turnkey displays areas ranging from 100 square feet to 400 square feet." Hopefully the ESA will allow companies to have some creative freedom.