Down but not out, the new incarnation of the E3 Expo will take place July 11th to the 13th in Santa Monica, California. The event will be invitation-only for members of the game industry, and revolve around press events scheduled by companies. Those wanting to actually play a game will have to migrate to Barker Hangar, where software will be set up in pre-sized areas for demonstrations. More "intimate" meetings and demonstrations will take place in local hotel suites. The ESA (Entertainment Software Association) is also toying with adding an independent games showcase, plus the Into the Pixel art competition and exhibition. "The new E3Expo event will be more personal, efficient and focused," the ESA's Doug Lowenstein says, "and it will provide the top stakeholders who make games, sell games, and cover games streamlined access to the people and products they most need to see."