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The trade group Entertainment Software Association, which runs the annual E3 video game conference in Los Angeles, is having an identity crisis.

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E3 will return to the Los Angeles Convention Center next year, bringing with it tens of millions in much-needed revenue for the city.

After canceling the show in 2020 because of COVID, going online-only in 2021, then again canceling the entire event this year, E3 is finally coming back to Los Angeles in-person next year and this time it is betting that a new event company, ReedPop, can help the struggling show ascend back to the peak of pop culture.

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After three years without an in-person event, the annual E3 video gaming convention will finally return next year—though it remains to be seen whether it will come back to its usual home in Los Angeles.

In an interview with the Washington Post on Tuesday, Entertainment Software Association (ESA) president and CEO Stan Pierre-Louis said the conference organizer plans to stage E3 as an in-person expo in 2023. However, Pierre-Louis was not drawn on whether the event would return to Downtown’s Los Angeles Convention Center, where it has been held since 1995.

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