Top EA and Ubisoft Execs Slam E3

Electronics Artsí CEO hates E3 in its current form, while Ubisoftís North American president says 2008ís event was ìterribleî.

Mike Gallagher, president of the Entertainment Software Association, has told the San Francisco Chronicle that the body will continue to tweak the format of the E3 Media and Business Summit after a number of its members poured scorn on this year’s event.
"I hate E3 like this," said EA CEO John Riccitiello. “Either we need to go back to the old E3, or we'll have to have our own private events."

Laurent Detoc, president of Ubisoft North America, was equally critical. "E3 this year is terrible. The world used to come to E3. Now it's like a pipe-fitters show in the basement."

Around 5,000 people are thought to have attended 2008's downsized event at the LA Convention Center, while in its heyday a glitzy E3 attracted around 60,000 attendees.

"We just need to decide where the dial needs to go," ESA boss Gallagher acknowledged.