Electronic Arts has announced EA Play, a live event in Los Angeles and London the week of E3. Against years of tradition, Electronic Arts will not have a traditional booth at E3, instead allowing fans to play upcoming games at the limited, free event from June 12-14.


EA Chief Marketing Officer Chris Bruzzo told IGN that EA’s annual press conference, which will happen on Sunday, June 12, will be "similar [to last year’s press conference] in that it’s very much about the games… It’s also going to include competitions, special guest appearances, musical performances, and other cool stuff that makes it an event."

I asked for additional details on the competitive element, wondering if it relates to Peter Moore’s new esports endeavor. "It’s one of the key things we’re bringing to the experience this year," was all Bruzzo added.

After the press conference ends, "those who are in attendance will be able to turn and have hands-on experiences with our games."


In addition, Bruzzo said, "We will be broadcasting from the event over the three days of the event on EA channels, but we’re going to have spaces where content creators can walk up and stream right to their own channels." EA intends to have developer panels, daily streams, and other ongoing events during EA Play.

On Monday, June 13, EA Play will be open to a limited number of the public, who can attend by redeeming tickets for the event at no cost. More information is available on the official EA Play site.

E3 begins June 14.