Abysmal branding.
I'd have brought back the E3 name with some fresh iconography but I think it would've been best split into two smaller shows with less pressure to hit a singular deadline. Perhaps a spring show to pre-empt summer releases in late March and a summer show to pre-empt the end of year releases in July.
Companies could focus on having a major physical presence at one or the other while having slightly smaller presentations at both. 1 press day, 1 consumer day and 1 presentation day each. They could also have each one at a different end of the country.
"E3 Spring Show" & "E3 Summer Show" or "E3 East" & "E3 West"
Having a single event each year to display your games with a big enough audience meant having to choose between rushing representative gameplay out, making a fake vertical slice that isn't so representative or just dropping a cg trailer or a teaser. Whereas with two possibilities a year, there'd be a bit more leeway. And in cases where said game is coming out in the same year, then each show would be perfectly set to fire off the hype cycle before the common release windows.
It was always fun to have a large chunk of gaming news and announcements all in one place, the new way is so dull and underwhelming. Of course, development just isn't conducive to a single fixed event anymore, so two somewhat smaller, more focused ones would be would be a nice compromise.
Also, it's time for the booth babes to return.