Both expos are run by magazine publisher and event firm IDG, and CEO Mary Dolaher threw her weight behind E3 in a statement to Big Download:

We want to thank all of our E for All partners for their support, and we encourage E for All exhibitors to participate in the E3 new event, which we believe will meet their needs as well as those of the industry at large. IDG World Expo is very pleased to be partnering with the ESA on E3 and continuing to play a central role in that important industry event. We look forward to furthering our contribution to the success of the video game community.

Since its inception, E For All has been endorsed by the ESA alongside E3. For 2008, the event changed its schedule to avoid competing with the Penny Arcade Expo. Nevertheless, E For All only drew roughly 15,000 attendees this year while PAX attendance soared over 58,000.