EA has announced a new take on E3. This year, the game publisher and developer will host an EA Play event during the days leading up to E3. Their booth presence? Well, that’ll be lessened.

First, EA Play. The event sounds a lot like the PlayStation Experience stuff that Sony’s been doing lately. EA Play will run from June 12-14, 2016 in LA (and on just June 12 in London). It will feature a presentation, hands-on demos, competitions, live streams, guest appearances and more.

EA Play is open to the public, but you’ll have to register in advance for a shot to get tickets. Here’s where you can register.

E3 itself runs from June 14-16, so EA Play and E3 will share the same day. The implication here being that EA is scaling back their official E3 floor presence.

Chatting with an EA rep, I learned that the publisher won’t have a traditional booth on the show floor. Whether that means that they’re doing behind closed door demos or nothing at all remains to be seen.

I suspect folks away from the physical E3 location won’t really know the difference. They’ll still get news about EA’s games ahead of time, and they’ll even see previews thanks to the EA Play event.

What this means for E3 itself? That’s what I’m more curious about. Nintendo, Capcom, Konami and now EA have all backed away a bit from traditional E3 fanfare. What does that say about the weight the mega convention holds today? We’ll know soon enough, I suppose.