Last week, it became apparent that E3 as an event was in a state of transformation. Not only is the definition of “electronic entertainment” being redefined to encompass virtual and augmented reality, but the once hallowed industry-only walls were being broken down by an urgent need to reach the community which supports it. Via livestreaming, EA Play and E3 Live, E3 is becoming gradually more open to the pubic to ensure its relevancy.

The question of E3’s continued relevancy had been on a lot of people’s minds—so much so that Kotaku even penned “People Sure Like Asking If E3 Is Still Relevant“—which is basically a compilation of articles much like this one. Naturally curious, we set out to ask marketers at E3 why they were there and why E3 is critical to them. As it turns out, there are a lot of passionate proponents of E3’s importance and influence.

“E3 has certainly evolved and I think we’ll continue to see more evolution and more change. How we market and how we put together games 10 years ago is not the same as what we do now,” said Candace Brenner, senior director of global marketing at Daybreak. “I think that’s why E3 is adding that element of consumer because they realize how vital our players are to the fabric of the industry.”