The rumors that Electronic Arts was removing itself from the upcoming premiere E for All event had bloggers and game site on the offensive. Rather than add more fuel to the fire, GameDaily BIZ talked to IDG World Expo CEO Mary Dolaher and Carolyn Rauch, (Vice President - Event Planning) about the show, EA's participation and what gamers can expect at E for All event that runs from October 18-21, 2007 in Los Angeles, California.

GameDaily BIZ: Is EA pulling out of E for All? It appears that the rumor comes from a press release announcing the EA participation on the site, that's since disappeared. Has the relationship changed?

Mary Dolaher: They have booth space that they purchased in front of South Hall. They are in the show. We have the signed contract, they plan to be there and we're working with them on their designs and what will be displayed and the products shown.

With our site and the press release, we issued a press release and [EA's] trademark lawyer said, "We want to look at where you want to use the trademark all the away across." So wherever we're going to use the EA name, we want their trademark lawyers to review all of that. So whether it's a marketing piece or a billboard or a bus wrap or whatever the case may be, that's being reviewed by them right now. So there's no big news out of that.

BIZ: So with the press release disappearing from that site, that's all part of this legal review?

MD: From my standpoint as a professional courtesy, I can't leave that on there [the site] running if they want to review where it's going to be used all across the board. So it's better to just not use it yet and once they give us approval, which we hope to have today or tomorrow then it will be back up there.

BIZ: From the initial announcement, the show has a big chunk of consumer, a little bit of business, and the World Series of Video Games. It seems like there's a whole bunch of things pulled into one. How would you best define what the show's going to be?

MD: I think that we would define it more as a sensible opportunity where the games are front and center. We really want the games to be the focus of what the show is. We've never tried to position the show as an E3 replacement. I think that people in the industry and blogs have said that but that's never been our intent. Because we have booth limitations for hardware guys of 7,000 square feet and software guys up to 3500 square feet. Just to give you a feel for Nintendo last year [at E3 2006] was 47,000 square feet. This will control the arms race, it will be a show about the games and not the two level booths and elevators and laser shows. Really, we want the products to be front and center. From the business standpoint, we do have a business zone with companies that is more like a purchasing on floor meeting room. Secondly, we're announcing some research with IDC and GamePro which is for retailers, which cuts into the consumer buying products in the game industry and that will happen on Thursday morning. It is an invite-only event through.

And we're going to have a venture capital dinner and cocktail party before the Video Games Live concert where we've signed on a major investment sponsor who will be there to meet with a number of game companies. So there are those business aspects. Maybe in other people's eyes it's developed into more of a consumer event.

BIZ: Every company used the term "casual game" this year at E3, but I don't see any casual games on your roster. Why not?

MD: We're actually reaching out to some of them and we've thought about a casual games pavilion. We are working on a list of product that will be at the show so you'll see a lot more casual games being shown by the exhibitors that have signed on with us.

BIZ: Rumors have gone around that claim that Sony and Microsoft will not be at E for All?

MD: We're still working with both of them. But The World Series of Video Games is in the hall and Microsoft is their sponsor and that's how they're going to be represented at the event. We are working with Sony to make sure that their products are there and they're shown. So we're working with them to have an area where there are kiosks and game stations where they can put PS3s and PSPs out. We're shipping over 200 kiosks to the event.

BIZ: What about the dates of next year's E for All conflicting with next year's PAX?

MD: Actually, I'm already working with PAX. I have a voice mail from Robert right now that I have to set up a call with him next week and we're going to try to work out what the best dates in the industry are. Our intention is to not go head to head with anyone; it's really to do what's best for everyone and the gamers. We'll work out some solution.

BIZ: One E3 rumor was that E for All was part of E3's contractual obligation to fill the LA Convention Center and that E for All might be a one year deal. Can you talk about that?

MD: IDG is in it for the long haul. We just presented our three-year plan to our board of directors and they couldn't be more excited about it and willing to invest what we need. You know, a number of companies have gone out after this kind of consumer event and they've always fallen short or cancelled it just before and I'm sure we could go through and name ten of them, but that's not our intention. We're in it for the long run.

BIZ: Are you working on any deals to add more meat to the show?

MD: Good question. We actually do and while everyone's on summer vacation and then at Leipzig and then getting ready to go off to Tokyo Game Show, the approval process has taken us longer than we would have liked. There will be a few more announcements coming out from some of the big ESA member names.

BIZ: How many have pre-registered for the show so far?

MD: I can't say, I can't predict and I don't even have numbers because we have WSVG on the floor with us as well... they have their own reg numbers so I wouldn't be accurate.

BIZ: How many do you hope show up?

MD: I'd hope between 20-30,000.

BIZ: Thanks for helping to clarify some of the rumors and get your perspective.

[UPDATE] An official spokesperson has confirmed that EA is still attending E for All.