With LucasArts pulling its ESA membership while news of Activision and Vivendi's departure was still fresh, EA is taking a stand on the subject.

During a recent event at EA Canada, Jeff Brown, VP for Corporate Communications at EA, expressed his company's dismay over Activision and Vivendi's actions:

"I think having [Activision and Vivendi] pull out of the ESA reflects an unfortunate lack of leadership.  They're a big company and we feel that when you're a big company you've got a responsibility to consumers to work on policy issues which are very, very important to consumers. And the best way to do that is with an industry consensus. That's the way it's been done with the ESA in the US, and with ELSPA in the UK."

Activision and Vivendi Games announced earlier this month that it will not be renewing its ESA membership "for business reasons" and will no longer be "participating in any official E3 activities."  LucasArts, on the other hand, has stated that despite its decision to leave the ESA's protective fold, it still has plans to take part in E3 this year.

Brown made it clear that EA will remain with the ESA, but he encourages the organization to make a stronger case to remaining members for their ongoing support.

"There's always tensions inside these organizations, but for the most part it works.  So it was sad to see them step away from that responsibility. We hope that others don't do that, but I think that the onus is on the ESA to prove that membership in it is good for the company and good for consumers. And I think we're going to see the ESA redouble its efforts to prove that."

In other words, he thinks the ESA should do more to sell itself to potential members while working on keeping existing ones.  However, he doesn't believe Activision's withdrawal will effect this year's E3:

"EA is 100 per cent committed. There's Microsoft, Sony, Nintendo, THQ, Disney, a bunch of others – and I assume all the others are still locked into it. For that matter, Activision Vivendi is going to be doing an event of some description in Los Angeles at the same time, so there's still critical mass. Everyone's going to be in Los Angeles this summer and it's hard to imagine it isn't going to be a successful event."

It may be that EA's overconfidence is fueled by concern over Activision's other activities.  Still in the process of merging with Vivendi, Activision Blizzard is on its way to becoming the largest publisher by revenue in the gaming industry, which will make them even bigger (and badder) than Electronic Arts.

Looks like there will be a lot going on in Los Angeles, that's for sure; but then again, there always is.  E3 2008 will be taking place at the Los Angeles Convention Center from July 15-17.