E3’s first year breaking away from a gaming industry-only audience was bound to stir those tied to tradition. As we’ve been going for years, we were wondering how our readers were affected by the change. This covers only a fraction of the 68,400 E3 2017 user segment, but we consider it handy for our ongoing conversations meant to understand marketers’ sentiment.

Naturally, we tackled news consumption first.

With info going directly to the game-loving public comes more amplification and noise. As far as announcement interactivity and volume, Brandwatch has declared Microsoft the company with the most social mentions this year.

Of course, the crowd conversation was unavoidable:

Marketers may have had the advantage of connecting with core gamers, but wall-to-wall attendees affected the usual business, meaning tricky show floor navigation, missed appointments and noise. This was a year to work out the foot-traffic kinks.

While the changing crowd disrupted physical movement, the notorious tech disruption making waves in so many other industries was not a theme this year. A majority of gaming companies left VR for the entertainment industry and stuck with tradition.

Once industry folks got a chance to cross the convention floor and take everything in, we gauged whether you were able to get your business done. It still feels pretty split. We’ll have to revisit this question later.

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