E3 2017 marks the first time that the once industry-exclusive event is now open to the public with 15,000 passes up for grabs on Feb. 13. The organizer Entertainment Software Association (ESA) is breaking tradition by allowing more gamers to participate in the event despite the absence of Activision and EA.

E3 is a yearly event where the latest video game hardware and software are launched. Until now, the trade show is only open to members of the gaming industry and the media. ESA announced yesterday that it will be selling 15,000 tickets for those interested to enter and participate in the trade show.

Tickets are priced at $250 each with an early bird discount for the first 1,000 customers who will get their standard pass at only $150. Tickets will go on sale at 9 a.m. PT on Feb. 13. Those with passes can now enter the show floor, listen to panel discussions and have access to various events from June 13 to 15.

ESA will be collaborating with Geoff Keighley, a renowned games media veteran to provide gamers access to special perks provided by Keighley's own E3 programming. Gamers will be able to watch and even participate in developer interviews. ESA is expected to give more details on the event in the coming weeks.

ESA's new direction with regards to E3 2017 is indicative of the industry's evolving goals. More and more gamers have expressed interest in participating in the trade show as seen by last year's E3 Live. The said event was open to the public and was located just outside the Los Angeles Convention Center where E3 is held.

Attendance was high and so was the enthusiasm as revealed to GameSpot by Rich Taylor, ESA's senior vice-president of communications. The message was clear that gamers want to be at E3 trade shows.

Activision and EA know that gamers want to be hands-on from the moment of launch. The two outfits have pulled out from E3 this year to have their own events that can tap a wider audience. It appears that ESA is also doing the same, reaching out to a bigger audience and coming out with $3.6 million profits if all 15,000 tickets are sold.

Opening E3 to the public is not only profitable for ESA but also helpful to the more than 200 exhibitors participating in the event. The gamers who may likely go to E3 are the very same individuals who will report back to dedicated game forums and social media circles to share what they have seen, BGR has learned.

Welcome back, consumers. Consumer passes go on sale Feb. 13. https://t.co/upcqHeX3V7 #E32017 #E3isComing pic.twitter.com/exwi9PgiD4

— E3 (@E3) February 8, 2017