Ubisoft, one of the major video game publishers, has announced that it will not be attending E3 2023, the first in-person E3 event in four years. This news comes as a surprise, given that Ubisoft was one of the few companies that had publicly shown support for the revamped event. Instead, the company will host its own event, Ubisoft Forward Live, on June 12th in Los Angeles, around the same time as E3.

In a statement to VGC, a spokesperson for Ubisoft said, “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.” The company did not provide any further details about its decision to withdraw from E3.

The decision by Ubisoft to skip E3 raises serious questions about its near and long-term prospects. Less than three months before the event, it is a significant blow to the gaming industry’s biggest annual trade show. Furthermore, Microsoft had earlier announced that it would not have a presence on the E3 show floor, and Nintendo confirmed that it would not attend the event at all. Sony, on the other hand, has yet to state whether it will be at E3 2023, but based on its recent attendance record, the company is likely to be a no-show at this year’s conference.

The absence of such major players in the gaming industry will undoubtedly have an impact on the event’s overall excitement and interest levels. E3 has traditionally been a place where game developers and publishers announce their latest and greatest games, hardware, and services to a global audience. However, with several key players opting out of the event, it remains to be seen whether the show can maintain its relevance and importance in the industry.

Ubisoft’s decision to hold its own event, Ubisoft Forward Live, also raises questions about the effectiveness and appeal of E3. It may suggest that companies are finding more value in hosting their own events, where they can have more control over the messaging, timing, and format of their announcements. In recent years, many companies have opted to host their own digital events, such as Nintendo’s Nintendo Direct and Sony’s State of Play, which have been successful in generating buzz and excitement among fans.