Electronic Entertainment Expo (E3) 2010 Trade Show Girls

Company breakaways
According to Game Informer, video game companies Activision and Vivendi Games have broken away from ESA. In an interview with Activision Blizzard CEO Bobby Kotick, when asked why the company left the ESA, he stated that they "have their own issues that are not the industry's issues" and that they need their own executive to deal with the government instead of the ESA. However Activision continues to attend and showcase its games at the Electronic Entertainment Expo 2009 and Electronic Entertainment Expo 2010 while the other half of the company, Blizzard Entertainment, no longer attends the show and hosts its own event called BlizzCon.