News in today from the Entertainment Software Association stateside reveals the new plans the gaming trade body has in mind for the new-look E3. Formerly the world's most important gaming event, E3 has been re-imagined to cope with the changing status of the as a whole. Gone is the glitzy trade and consumer 'party' of previous shows, with the new E3 set to be open to invited industry members only, and held in July next year.

From now on the show will be known as the E3 Media and Business Summit, and will be held from July 11-13 in Santa Monica. Whilst the razzle and dazzle of the show will be little more than a fading memory at the new look event, we are promised 'a major press event', and more intimate meeting opportunities through which industry types can do business.

Off-site events by platform holders such as and will still be a feature, with free shuttle buses laid-on between hotels and these special events. A Serious Games show is also on the agenda, as is some kind of indie developer show and an Into the Pixel conference. Needless to say, everything will be much lower key than in the past.

"The new E3 is first and foremost about getting business done. When we asked key audiences what they wanted in the new event, we heard that they wanted opportunities for high-level meetings in a business-like setting, to play games, network, and socialise, to see major company offerings while also preserving the sense of discovery that is so much a part of E3, and to hear substantive presentations on the most important and trends facing the industry," explained boss Doug Lowenstein. More as we get it.

By Luke Guttridge