Nintendo has announced it's leaving E3 to Sony and Microsoft, and will instead unveil its next line-up of games at a separate event for media.
While the E3 Expo in Los Angeles (June 11-13) is expected to be a hugely significant event for the games industry, with the next generation of video games just around the corner, more major companies are choosing to stage their own press conferences - either instead of, or in addition to, attending the show.
Sony unveiled the first details of its upcoming PlayStation 4 at its own event in February, while Microsoft has said its new Xbox will be shown for the first time on 21 May - before E3.
Both companies and their many software parters will still be at the show, but many major questions will have already been answered.
Now Nintendo has also said it will make its own announcements away from the show.
The company will be looking to make a big splash in the games world after another tough year and declining sales of its Wii U console.
While it is expected to unveil some big titles, including new entries in the always-popular Mario Kart and Zelda series, it will do so on its own terms.
Speaking with investors, Nintendo president Satoru Iwata said that its NIntendo Direct webcasts had proved a more popular way to deliver news to the public.
"We now have an established method such as Nintendo Direct, we feel that we will be able to deliver our messages more appropriately and effectively by doing so individually based on the various needs of different groups of people," he said.
He added: "Instead, at the E3 show this year, we are planning to host a few smaller events that are specifically focused on our software lineup for the US market. "Suggest a correction