Electronic Entertainment Expo, commonly known as E3, is an annual trade fair for the computer and video games industry presented by the Entertainment Software Association (ESA). It is used by many video game publishers and accessory manufacturers to show off their upcoming games and game-related merchandise. E3 is widely considered to be the ultimate expo in the video game industry and major video game critics routinely document the event and sometimes even provide a series of E3 awards. Video game companies generally spend more on their presentations for E3 than any other convention. Major video game critics often have a best of E3 award session (similar to end-of-year award sessions), and only E3 consistently features such awards. Unlike Gamescom and other video game trade fairs that allow the public to attend, E3 was transformed into invitation-only in 2007 and 2008. A separate conference called the Entertainment for All Expo was held those years to accommodate the public demand for a major, annual video game event. However, it did not replicate E3's success and was abandoned when its normal registration procedure returned. E3 is commonly held in late May or early June of each year at the Los Angeles Convention Center (LACC) in Los Angeles. In 2007, the convention was exceptionally held from July 11 to July 13 in Santa Monica, California.
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