The Entertainment Software Association says that it's already registered 245 exhibitors for E3 and that the show floor space is almost entirely taken, alongside "robust" attendee registration. The event, once again at the Los Angeles Convention Center, will take place June 15-17, and the ESA says it's aiming to stage "the main event for the entertainment industry in 2010." "Major retailers, investor analyst firms, and media from the United States and over 60 countries are already committed to attending," says ESA president Michael Gallagher. The past few years have been slightly rocky for the game industry's most significant annual consumer press event; attempts to right-size and organize it didn't always work to its advantage -- for example, a move to Santa Monica in 2007 created an inconvenient layout, and the invitation-only status in 2007 and 2008 resulted in a quieter event. 2008 in particular saw the departure of several major publishers from the ESA trade body, most notably Activision, as media and industry-watchers publicly questioned E3's continuing relevance. But 2009's event saw a successful focus on returning to E3's heyday, with a reported 820 percent increase on attendance. It drummed up consumer excitement with major reveals like Microsoft's Project Natal and Sony's PlayStation Move, and announcements and first showings of major titles like Metal Gear Solid: Rising and Super Mario Galaxy 2. Over the past several months, a new, tiered dues structure brought many new publishers to the ESA, and the return to E3's more glamorous traditions have been met with the support of companies that previously criticized the changes. Electronic Arts CEO John Riccitiello lent his support for this year's event, commenting that "all the best games and all the best developers will be together in LA to unveil new titles and celebrate the creativity and new technology that makes gaming so much fun." Wedbush analyst Michael Pachter says the industry can look forward the type of impactful breaking news we have learned to expect from the show," and "hardware and software innovations that could change the industry for years."