Electronic Entertainment Expo 2007 and 2008 were downsized and boring but this year, E3's getting its groove back. Yep, it's going back to the gaudy, crowded monstrosity from days of yore. There's going to be a change or two, though.

"In response to the glamour and sizzle of 2005 and 2006, there are certainly going to be components of that show," said Electronic Software Association's Dan Hewitt to GI.biz. "But is it going to be the over-the-top excess that you've seen in years past? No - but that goes back to learning what is manageable and what is sustainable, and hearing from attendees what it is they want, and creating something that meets their needs."

When he talks about curbing excesses, he means that there's going to be a cap on the size of booths so publishers aren't engaging in an "arms race" to create the flashiest displays possible. Well, they still will, but at least there will be some sort of limit to the madness. Hewitt also assured GI that booth babes will continue to be part of the show. "Well, that goes back to the exact point of letting companies determine for themselves what is the best representation for their companies. Models are certainly welcome if companies would like to have them, but that's an individual company decision."

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