To commemorate the 10th anniversary of Electronic Entertainment Expo E3, the world's largest video game trade fair, organiser E3Expo, the Academy of Interactive Arts and Sciences (AIAS) as well as the Graphics Arts Council of the Los Angeles County Museum of Art have announced a competition called "Into the Pixel". Unlike E3 itself, the juried exhibition of game art will be made accessible to the general public and E3 visitors at the Los Angeles Convention Center.

Submissions must be taken from games which are either available or soon to be released. Furthermore, entry is restricted to AIAS members and E3 exhibitors. Until April 5th, artists can submit up to three original works to the jury. The five member selection committee will include former Naughty Dog CEO and president Jason Rubin as well as Shiny Entertainment's founder and president David Perry.