Home Entertainment Ubisoft Cancels Physical E3 Attendance in Favor of its Own Event

Ubisoft Cancels Physical E3 Attendance in Favor of its Own Event

by George Mensah

Ubisoft has announced that it will no longer be attending the physical E3 event scheduled for June 13, 2023, at the Los Angeles Convention Center. The company had been the first major company to commit to attending the event after its revamp.

According to a statement issued to VGC, Ubisoft has chosen to “move in a different direction” and will instead hold its own event, Ubisoft Forward Live, on June 12 in Los Angeles. The move by Ubisoft, which has always been a strong supporter of E3, has raised concerns about the line-up for the revamped show, as someone has officially announced no major company is attending the event with three months to go.

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Ubisoft has issued a statement, saying, “E3 has fostered unforgettable moments across the industry throughout the years. While we initially intended to have an official E3 presence, we’ve made the subsequent decision to move in a different direction and will hold a Ubisoft Forward Live event on 12th June in Los Angeles. We look forward to sharing more details with our players soon.”

The cancellation of Ubisoft’s attendance at E3 is a significant blow to the event, as the company has always been a major draw for fans and industry professionals alike. The move comes after Nintendo and Xbox also announced that they would skip this year’s event.

E3 2023, which is the flagship industry event’s first physical show in four years, will be organized by ReedPop, the media and events company behind PAX, EGX, and Star Wars Celebration. Under the revamped format, someone will reserve only the first two days of E3 2023 for business, while the remaining days will include consumer visitors.

ReedPop claims that several “AAA companies, besides indie darlings and tech and hardware firms,” have committed to “making their return” to the LACC. However, with three months to go, no major company has been announced as officially attending the event.


Ubisoft’s decision to cancel its attendance at E3 and hold its own event is an indication of the changing landscape of the gaming industry. With the rise of digital events and the increasing popularity of streaming platforms like Twitch and YouTube, companies are no longer as reliant on physical events to reach their audiences.

In conclusion, while E3 remains an important event for the gaming industry, Ubisoft’s decision to cancel its attendance and hold its own event is a sign that companies are exploring new ways to reach their audiences. With three months to go until the event, it remains to be seen which companies will attend and what the line-up for the revamped show will look like.

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