Giant PlayStation button icons.

Enlarge / Giant PlayStation button icons. (credit: Sam Machkovech)

Shortly after E3 2019’s dates were announced on Thursday, one major player in the gaming industry, Sony, confirmed that it will not be participating in the annual event for the first time since its 1995 inception.

In a statement given to Ars Technica, Sony Interactive Entertainment hinted to a 2019 PR strategy that depends less on physical conferences and more on direct outreach by the company to fans.

“As the industry evolves, Sony Interactive Entertainment continues to look for inventive opportunities to engage the community,” the statement reads. “PlayStation fans mean the world to us, and we always want to innovate, think differently, and experiment with new ways to delight gamers. As a result, we have decided not to participate in E3 in 2019.

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