It was just three years ago when organisers ESA radically cut down on the glitz & glamour and bells & whistles of E3 in an effort to reduce the spiralling costs – it's what all the publishers had told it do to.
12 months later? Publishers were grumpy. E3's just not the same,” EA's John Riccitiello bemoaned. Either we need to go back to the old E3, or we'll have to have our own private events.”
Consider 2010 very much a return to the E3 ethos of old.
On Sunday Microsoft opened the door on what is already set to be a legendary E3 jolly. Featuring the Cirque du Soleil and the compulsory wearing of polyester ponchos and shoulder pads, its impact has already been documented.
Then yesterday Activision presented a star-studded extravaganza, the cost of which would leave even the most hardened accountant in tears. It boasted performances from the likes of international hip-hop star Eminem, R&B poplet Rihanna as well as Usher, Jane's Addiction, David Guetta, Soundgarden and the LA Philharmonic Orchestra – and lots and lots of fireworks.
One rep estimated the total cost to be between $5-6m.
You can check out the official video of the show below: