E3's Creative Directors Resign Just Months Ahead of the Show

By Alistair Jones on at

E3 has suffered another blow ahead of the 2020 expo. In a tweet last night, Iam8bit, the creative services company that was due to help organisers the ESA shake up the show-floor experience, announced that it had resigned its role as creative director.

"It's with mixed emotions that iam8bit has decided to resign as creative directors of what was to be an evolutionary E3 2020 floor experience," the tweet reads. "We've produced hundreds of gaming and community events and it was a dream to be involved with E3. We wish the organisers the best of luck."

The news compounds a series of problems for the ESA over the past few months. Sony announced that it would not be attending the expo for the second year in a row, before long-time host Geoff Keighley confirmed that he would be dropping out of his role. Just this week, both California and Los Angeles, where the show takes place, confirmed a state of emergency over the coronavirus outbreak, forcing the ESA to scale back the kind of expectations it's setting in advance of the show, which has had its relevance to the wider industry called into question repeatedly over the past few years.