All three platform holders have thrown their weight behind this week's Edinburgh Interactive Festival, promising to show off new titles and technology.
Nintendo and Sony have confirmed they will be part of the consumer-facing Festival Square, which will offer a glimpse at their Q3/Q4 line-ups.
Nintendo is bringing an inflatable marquee to house their stand and Sony will be demoing its latest games and hardware.
Sony, meanwhile, is also part of the accompanying conference, with UK boss Ray Maguire offering a talk on 3D games, showing the latest titles and thinking behind the firm's hi-res in-depth perception push.
And today Microsoft has confirmed it will present Kinect Sports' Kinect Football - the first showing of the soccer game outside of Gamescom. Rare's Nick Burton will show the game at one of the public games screenings.
Elsewhere, Xbox Live Studio's European GM will talk during the conference about the social gaming experiences on Live and how they use Kinect.
Taking place from midday Wednesday, August 25th to Thursday, August 26th, Edinburgh Interactive also features key speakers from Square Enix (Ian Livingstone), and the BBC (Vision boss Simon Nelson, who commissioned the Doctor Who games).
The event takes place at the Edinburgh Filmhouse on Lothian Road, with the nearby Festival Square hosting stands from Nintendo and Sony showcasing their newest titles.
A 20 per cent discount is available for students, Scottish developers, plus ELSPA and Tiga members - simply use the code 'eif20' when registering at the official site.