EA Play in 2017
EA Play in 2017
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EA Play aims to draw 40,000 players as it kicks off E3

Electronic Arts is one of the biggest companies in the game industry, but it’s now in its third year of being a renegade, as it broke away from the Electronic Entertainment Expo (E3) to do its own event in 2016.

EA is once again staging its EA Play event at the Palladium in Hollywood, from June 9 to June 11, ahead of E3, the big game trade show in Los Angeles next week. This time, EA expects to have about 40,000 attendees, compared to 20,000 a year ago and 10,000 in 2016, said Chris Bruzzo, chief marketing officer at EA, in an interview with GamesBeat.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.