When E3 tried to change its image to that of a “Media and Business Summit” for 2007 and 2008, massive failure ensued. Those people who did not fall asleep to spare themselves the agony just up and died out of sheer boredom. In a noble but ill-fated attempt to curtail the circus/mass hysteria of previous E3s, the 2007 and 2008 events had been pared back to a small selection of developers and press coverage. Yet all of those changes are set to be undone with the confirmation that E3 2009 will draw the crowds, the scantily-clad flesh, the games and the euphoria.
In the October 22 press release announcing the June 2-4, 2009 event, President of Ubisoft North America Laurent Detoc implied that the last good E3 was in 2006. “The video game business will be twice as big in 2009 as it was in 2006 when we had the last real E3 Expo – so get ready for some fireworks,” he said.
So, with the terrible E3s behind us, perhaps we can get back to the raw American consumerism we love so much. Bring on the games, swag and babes!
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