EA’s revamped EA Play at E3 focuses on streaming, sharing, and gameplay

Electronic Arts has caught flak for pulling out of the Electronic Entertainment Expo’s show floor. But the multibillion-dollar game publisher said it has begun listening to feedback from gamers, and the community has inspired it to build a big three-day EA Play fan event in Hollywood starting this Saturday on June 10. The event is expected to draw thousands of people.

EA realizes that some industry people aren’t happy that it isn’t on the show floor anymore. In fact, I’m one of those people since I believe that companies acting this way in their own self-interest will eventually cave in the center of the show and hurt E3 in the future. But Chris Bruzzo, chief marketing officer at EA, said in an interview the company hopes that others will learn from its focus on fans, sharing, and gameplay demos.