The Entertainment Software Association Launches iicon: A New Gaming Event

The Entertainment Software Association (ESA) is making a fresh attempt to launch a gaming event, dubbed iicon, or the "interactive innovation conference." While the name may not be as catchy as E3, the event is expected to attract a different audience. Unlike E3, which was a premier event for gaming fans, iicon is likely to focus more on the corporate side of gaming, targeting "visionaries," "changemakers," and "innovators."

Participating Companies

Most of the big businesses in the gaming industry have already signed on to participate in iicon. These include Sony, Nintendo, Microsoft, Disney, EA, Epic Games, Ubisoft, Square Enix, Take Two Interactive, Amazon Games, and Warner Bros. Games. These companies will likely showcase their upcoming projects and brand alignments, rather than focusing on internet-breaking surprises.

A Shift in Focus

The ESA’s decision to launch iicon marks a shift in focus from the consumer side of gaming. Since the decline and eventual cancellation of E3 in 2023, events like Geoff Keighley’s Summer Game Fest and The Game Awards have become the primary sources of news and updates for gaming fans. iicon is likely to follow a similar path, focusing on corporate announcements and brand synergies rather than showcasing upcoming games.

Inaugural Event in April 2026

The inaugural event of iicon is scheduled to take place in April 2026. While this date may not be as exciting as the heyday of E3, it marks an important milestone for the ESA’s new initiative. As the gaming industry continues to evolve, it will be interesting to see how iicon fits into the landscape of gaming events.

Conclusion

While iicon may not be a replacement for E3, it represents a new direction for the Entertainment Software Association. By focusing on the corporate side of gaming, iicon aims to attract a different audience and provide a platform for companies to showcase their brand alignments and synergies. As the gaming industry continues to grow and evolve, it will be interesting to see how iicon fits into the mix.