The Entertainment Software Association (ESA) announced details of its annual Electronic Entertainment Expo on Friday, promising a toned down event more focused on business than fanfare.

The invite-only event will span three days in premier hotel suites with meeting rooms with media, retailers, developer partners, and other audiences, the association said - a drastic change from the fan-ridden extravaganzas previously held in LA's Convention Center.

The new E3 Expo is first and foremost about getting business done, said Douglas Lowenstein, President of the ESA. The event will be more personal, efficient and focused, and it will provide the top stakeholders who make games, sell games, and cover games streamlined access to the people and products they most need to see.

Next years event will also feature a showcase in LA's Barker Hanger where attendees will be able to play featured games. The traditional lavish displays that embellished previous shows will instead be replaced with standardized, turnkey displays areas ranging from 100 square feet to 400 square feet. The ESA will develop the to ensure that the venue is staged efficiently.

The new suite-based meetings and controlled and business-like environment, will allow the ESA to give media the chance to engage in highly personal, one-on-one dialogue, Lowenstein said.

The event will be held in Santa Monica Calif., July 11-13, 2007.