With the Entertainment Software Association (ESA) having drastically altered its annual E3Expo other lesser known events are now jumping at the chance to pick up the slack. With E3's show floor now gone, the impressive spectacle of games and the hundreds upon hundreds of corresponding hands-on impressions will ultimately have to come from another venue.

Lunar Tide Communications is hoping that its America's VideoGame Expo (VGXPO) will be that venue. One of the major problems the ESA and publishers had with E3 is that many of the show's attendees were not the types of people that companies were necessarily looking to meet with; some of the media barely even qualified and yet managed to get in. Now the ESA is crafting an invite-only event that will be much smaller and will focus much more on the publishers and retailers/retail buyers.

But what about all those people who just want to see all the upcoming video games? VGXPO believes it can take care of that aspect. LunarTide describes VGXPO as an "alternative venue where the game industry can communicate directly with their target audience - the consumer. Publishers and developers searching for additional locations to show off their products can look to VGXPO as a perfect opportunity to put the hottest games in the hands of gamers at a reasonable cost."

Organizers of VGXPO are promoting the event as "a gaming festival that celebrates the positive impact that videogames have on American culture." Attendees will be able to play and buy the latest games, as well as retro classics, and they'll also have the opportunity to meet some of the game makers behind their favorite titles.

"VGXPO organizers and its advisory board members lament that the videogame industry has matured past the need for a mega-event such as E3," said Ed Fleming, Director of the VGXPO. "However, we see this as a transformation-catalyst for the industry - what the industry needs now is something that can be used to showcase products, promote game makers and celebrate the rich history of the industry directly with consumers."

He continued, "We believe that America's VideoGame Expo offers a new kind of value proposition and is an opportunity to do more with marketing dollars. We looked at other industries for inspiration - the shows with the most impact and longest lasting power are consumer-focused direct marketing events. Be it the International Auto Shows, Comic-Con, TGS, or localized events such as hobby shows or home and garden conventions; these are huge events that have survived for decades and run the gamut of industry players. Direct marketing at events such as these are a proven return-on-investment."

VGXPO already appears to have support from key industry figures, including Joseph Olin, president of the Academy of Interactive Arts & Sciences, former Shiny founder Dave Perry, Bill Rehbock, Director of Worldwide Publisher Relations and Consumer Awareness at NVIDIA, and industry veteran Bill Kunkel. In fact, these four people, along with GDC director Jamil Moledina, Video Games Live founder and G.A.N.G. president Tommy Tallarico, and others are on the VGXPO advisory board.

"As the professional organization that recognizes excellence in games among its members, the Academy of Interactive Arts and Sciences supports the efforts of America's VideoGame Expo to create a venue that promotes interactive entertainment directly to consumers," said Olin. "Providing game players an opportunity to see and experience the widest range of games possible benefits all of us who love great games."

"It seems we've come full circle... I started making games over 20 years ago, back then the ONLY kind of expo was for gamers. I have very fond memories of being shoulder deep in gamers all eager to be the first to try a new game. The energy and excitement they generate fuels the passion that makes game development so fun," said Perry, who is now CEO of GameConsultants.com.

"For NVIDIA consumer-oriented game shows represent an important part of our marketing strategy," commented Rehbock. "Consumer events such as VGXPO are a great fit with our strategy, and will become more and more important for the industry as a whole."

"It's time for a show that's about games and the people who play them, and not just a giant party where everyone's showing off their best pre-rendered video and earning kudos for best booth babes," said Kunkel. "It's time for an event where the smallest developers are considered just as important as the big publishers, and both groups get to show their wares directly to consumers and receive direct feedback from those same consumers. In short, it's time for a show like VGXPO."

VGXPO is currently scheduled for October 27-29 at the Valley Forge Convention Center, outside of Philadelphia, PA.