Daniel Ahmad, senior analyst, released the number of entrants to major games exhibitions worldwide this year in social media. The Cologne exhibition in Germany had 373,000 attendees, the Tokyo video game exhibition had 262,000 attendees, and the number of entrants to China Joy and Taipei video games exhibition had exceeded 300,000, while the E3 exhibition had only 66,000 attendees. One important reason why the number of E3 entrants seems so small is that E3 is a game exhibition for Industry and professional media. Although it is open to ordinary players in 2017, only limited ordinary admission cards are issued. Now, the American Entertainment Software Association (ESA), the organizer behind E3, seems to want to change that. According to Game Daily, ESA is trying to turn E3 into a festival like the Cologne exhibition in Germany, a festival of players, media and opinion leaders.