A smaller, quieter E3 conference may be just what the gaming industry needs to get some serious advertiser interest, reports ClickZ.

It's not as if advertisers have been shying away from video games in general or previous E3 shows in specific. But in response to complaints that the conference was getting unwieldy, organizers have restricted access to those specifically invited and moved the location to a smaller, more intimate venue.

The changed atmosphere is likely to be more conducive to advertisers doing deals at the conference. They're attending to get a look at what games are coming down the development pipe and pinpoint ones that may be good fits for either dynamic advertising or product placement opportunities.