It's popularity was slowly waning and companies have been slowly pulling back on the marketing at the expo for almost a decade. Over the pandemic period the largest gaming names (Nintendo, Sony, etc) pulled out entirely and created their own marketing events of a similar style that were cheaper and easier to maintain while still accomplishing the same thing. E3 was left as a bunch of disjointed marketing events held around the same time. Geoff Kneighlys events ended up filling in the void it left over this period and E3 just never recovered.