ESA president Douglas Lowenstein confirmed that next year's E3 will be moved from May to July, the event will no longer be held at the LA Convention Center, instead it will take place inside hotel conference rooms in the city. The size of the event will be significantly reduced from 60,000 to 5000 attendees, and targeting people from the industry. The reason is to give publishers more time to polish their holiday releases, and allow exhibitors to present their products / messages to specific targets. Lowenstein said "It is no longer necessary or efficient to have a single industry 'mega-show'. By refocusing on a highly targeted event, we think we can do a better job serving our members and the industry as a whole, and our members are energized about creating this new E3."