For the first time in its history, E3 will be open to anyone who buys a ticket to the annual video game show.
Starting on Feb. 13, the Entertainment Software Association will open sales on 15,000 tickets to consumers. The first 1,000 of those tickets will sell for $149 each, the rest will sell for $249. All tickets are for all three days of the show and grant the owner full access to the show floor.
The tickets will go on sale at E3’s official website.
There is also discussion with Game Awards host and producer Geoff Keighley about having gamer events and discussions at LA Live as part of the event.
The show will still have a central media and business component. ESA officials say that business pass owners will still receive special benefits, including a dedicated entrance and VIP Business Lounge.
ESA officials said they are encouraging leading streamers and Twitch folks to register as media this year.
This year’s decision to sell tickets directly to consumers is the latest iteration on the slow opening of the show to those who aren’t a part of the industry or don’t cover it for the press.
While E3 had traditionally been an industry event which didn’t officially allow consumers onto its game-packed floors, the 2015 show allowed 4,000 to 5,000 of some of gaming's biggest fans into the Los Angeles Convention Center halls to wander as invited guests.
Last year, 5,000 prosumers attended E3. The ESA also hosted E3 Live last year, a free event that was open to the general public.
E3 Live, which drew in about 20,000 people, didn’t take place at the Los Angeles Convention Center, where the standard E3 convention is held. Instead, it was held at L.A. Live in downtown Los Angeles.