The ESA has announced that their annual conference to all things gaming will be open to the public in 2017.

The ESA will make 15,000 tickets available to the general public on Monday, February 13 for E3 2017. However, at $250 a pop (or $150 if you buy on day one of the sale), these tickets are not cheap.

E3 has been struggling to stay relevant the past few years. Game companies have become more keen in having their own pressers prior to E3 and many of them have pulled back or pulled out of conference entirely. E3 simply doesn’t have the same pull as it used to. This move is just a way for the ESA to recoup some of their losses from the shrinking list of exhibitors.