E3 2010
The Electronic Entertainment Expo 2010 (E3 2010) was the sixteenth annual trade show for the video game industry, organized by the Entertainment Software Association and held from June 15 to 17, 2010, at the Los Angeles Convention Center in Los Angeles, California.[1][2] The event featured press conferences, exhibitor booths, and demonstrations of upcoming games and hardware, drawing 45,600 attendees from 90 countries and approximately 300 exhibitors.[3] E3 2010 stood out for its emphasis on innovative hardware reveals and motion-based technologies, with Nintendo unveiling the Nintendo 3DS, a stereoscopic 3D handheld console without the need for special glasses, alongside announcements for over 70 games in development for the platform.[4][5] Microsoft showcased the Kinect (previously known as Project Natal), a controller-free motion-sensing device for the Xbox 360, set for a November 2010 launch with bundled games like Kinect Adventures, while also debuting a redesigned, slimmer Xbox 360 console.[6][7] Sony introduced PlayStation Move, a motion controller with precision tracking, and demonstrated 3D gaming support for the PlayStation 3, including titles like Killzone 3.[8][9] The press conferences from the "Big Three" console makers—Microsoft on June 14, Nintendo on June 15, and Sony on June 16—highlighted a diverse lineup of games, including Nintendo's The Legend of Zelda: Skyward Sword with motion controls via the Wii MotionPlus, Kid Icarus: Uprising for the 3DS, and Donkey Kong Country Returns; Microsoft's Halo: Reach, Fable III, and a playable demo of Call of Duty: Black Ops; and Sony's Gran Turismo 5, Twisted Metal, and God of War: Ghost of Sparta for PSP.[10][11][12] Other notable reveals included Valve's Portal 2, id Software's Rage, and third-party titles like Assassin's Creed: Brotherhood, with the show overall praised for its focus on playable demos and forward-looking innovations amid a recovering industry post-2008 recession.[13][14]Event Overview
Dates and Venue
The Electronic Entertainment Expo 2010 (E3 2010) show floor was open from June 15 to 17 at the Los Angeles Convention Center in Los Angeles, California, preceded by press conferences starting on June 14.[15][16] June 14 served exclusively as a press and media day, featuring key announcements and briefings, while June 15 through 17 were open to registered industry professionals, retailers, and a limited number of invited attendees.[16] This structure marked a return to a more traditional three-day public format following experimental scaled-down iterations in the mid-2000s, which had reduced the event's scope and accessibility.[17] The Los Angeles Convention Center, a 867,000-square-foot facility, hosted the event's core activities, providing expansive spaces for exhibitor booths, interactive demo zones, and dedicated press lounges.[18] Its central location in downtown Los Angeles facilitated easy access for global participants, underscoring the venue's longstanding role as E3's primary home since the show's inception. The layout supported the influx of approximately 45,600 attendees, enabling navigation between high-profile showcases and networking areas.[3]Attendance and Background
The 2010 Electronic Entertainment Expo (E3) drew a total of 45,600 attendees from more than 90 countries, including approximately 300 exhibitors representing various sectors of the video game industry.[19] This figure marked a significant rebound from the more restricted events of prior years, reflecting renewed interest from developers, publishers, retailers, and media professionals.[20] E3's format in 2010 represented a deliberate response to widespread criticisms of the 2006–2009 iterations, which had adopted a smaller, invite-only structure under the E3 Media & Business Summit banner, limiting access to just a few thousand participants and diminishing the event's spectacle.[21] After the 2006 cancellation and the underwhelming 2007–2008 shows in Santa Monica—described as logistical "disasters" lacking media buzz—the Entertainment Software Association (ESA) pivoted in 2009 toward a larger, more inclusive model at the Los Angeles Convention Center.[21] By 2010, this evolution emphasized broader accessibility, incorporating consumer-oriented elements to revitalize the trade show as a vibrant hub for industry networking and announcements, moving away from the elite, business-focused exclusivity of the preceding years.[22] As a key moment in the late 2000s gaming landscape, E3 2010 underscored the maturation of next-generation consoles like the Xbox 360 and PlayStation 3, while spotlighting emerging technologies such as motion controls to extend their market relevance amid competition from Nintendo's Wii.[23] The event's focus on these innovations highlighted the industry's shift toward interactive, gesture-based gameplay, influencing future hardware developments and broadening gaming's appeal beyond traditional controllers.[24]Venue Layout
West Hall
The West Hall of the Los Angeles Convention Center served as the primary venue for major console manufacturers at E3 2010, hosting expansive booths from Microsoft, Nintendo, and Sony that dominated the floor space and drew the bulk of attendee traffic. Positioned near the main entrances, this hall facilitated high-visibility first impressions for hardware reveals and demos, with its layout emphasizing interactive zones to accommodate the event's estimated 45,600 unique visitors and resulting crowd congestion.[25][26] Microsoft's booth occupied a prominent central area, featuring a large theater for non-interactive showcases and multiple see-through, encased rooms dedicated to Kinect motion controller experiences, where attendees could engage in short play sessions amid snaking lines that extended around the exhibit. The setup highlighted hardware integration, with additional displays like a Ferrari model for racing simulations, underscoring the hall's role in prioritizing console ecosystem demonstrations over scattered third-party presence.[27] Nintendo's expansive booth, one of the largest in the hall, included elevated platforms with rows of Nintendo 3DS handheld units for hands-on trials and dedicated areas for Wii console interactions, attracting wall-to-wall crowds from opening hours and forming hundreds-long queues for the new 3D technology demos. Walls lined with game packaging created an immersive entry point, enhancing the flow toward interactive stations while capitalizing on the hall's proximity to high-traffic entryways.[28] Sony's booth complemented the hall's hardware focus with distinct zones for PlayStation Move motion controls and 3D gaming, including less-crowded sections at one end for Move trials and heavier foot traffic at the 3D demo area, where specialized setups required attendees to don glasses for immersive experiences. This segmented layout optimized navigation within the dense environment, positioning Sony's space to leverage the West Hall's status as the epicenter for core platform exhibitors.[29]South Hall
The South Hall of the Los Angeles Convention Center hosted a variety of third-party publishers and smaller studios during E3 2010, providing ample space for game trailers, hands-on sessions, and interactive displays focused on software and peripherals. Publishers like Ubisoft occupied prominent booths, showcasing titles such as Assassin's Creed: Brotherhood and Ghost Recon: Future Soldier with playable demos that drew crowds for multiplayer setups and narrative-driven experiences. Similarly, Square Enix's booth at 1647 featured extensive demonstrations of upcoming releases including Final Fantasy XIV and Kingdom Hearts: Birth by Sleep, emphasizing role-playing elements and cinematic trailers in dedicated screening areas.[30] Electronic Arts highlighted software-focused exhibits with games like Medal of Honor, integrating hands-on stations for shooter mechanics amid the hall's expansive layout.[31] Smaller studios contributed to the diverse software landscape, with Little Worlds Studio presenting five new titles at Booth 429 in the French Pavilion, offering trailer viewings and brief interactive sessions to showcase innovative indie concepts.[32] D3Publisher's South Hall booth included demos for Puzzle Quest 2 and Kidz Bop: Shake It Up, prioritizing puzzle and rhythm-based gameplay in compact, attendee-friendly configurations.[33] Tecmo Koei at Booth 2047 provided hands-on opportunities for titles like Warriors: Legends of Troy and Fist of the North Star: Ken's Rage, with multiplayer setups that highlighted action-oriented mechanics.[34] These exhibits underscored the hall's role in fostering software variety beyond major console announcements. Booth configurations in the South Hall emphasized accessories and multiplayer experiences, utilizing the venue's larger, more modular space to accommodate flexible designs such as peripheral testing zones and group play areas. CompuExpert, for instance, at Booth 629 displayed gaming peripherals including controllers and input devices, with demonstration stations allowing attendees to test compatibility with various titles.[35] Motion controller prototypes and accessory integrations were prominent, enabling practical evaluations in open, adaptable exhibit formats that supported diverse vendor needs.[36] Attendee experiences in the South Hall were marked by extended wait times for high-demand demos, such as the combat previews for TERA at its dedicated booth, where lines formed early due to the game's dynamic action sequences.[37] Networking zones interspersed among the exhibits provided quieter spaces for professional discussions, contrasting the energetic demo areas and contributing to the hall's collaborative atmosphere. The South Hall connected to the West Hall via central walkways, facilitating seamless movement across the event.[36]Press Conferences
Microsoft
Microsoft's E3 2010 press conference took place on June 14, 2010, at the Wiltern Theatre in Los Angeles, marking the official unveiling of Kinect, the company's controller-free motion gaming peripheral previously known as Project Natal.[16] The device, featuring a depth sensor, RGB camera, and multi-array microphone, was presented as a seamless addition to the Xbox 360 ecosystem, enabling gesture- and voice-based interactions without additional controllers. Demos showcased its capabilities in games like Kinect Sports, which included mini-games such as boxing, track and field, and bowling, as well as broader entertainment features like video chat through Video Kinect integration with Xbox Live and MSN services.[38][39] Kinect was announced for a North American launch on November 4, 2010, with 15 launch titles available, emphasizing family-friendly and fitness-oriented experiences.[38] The conference highlighted several key Xbox 360 game titles, providing final details on upcoming releases. Halo: Reach, developed by Bungie, received a live campaign demo emphasizing its prequel storyline and multiplayer beta access, with a ship date set for September 14, 2010.[38] Fable III, from Lionhead Studios, was showcased with its revolutionary narrative choices, slated for release on October 26, 2010.[38] Other announcements included exclusive timed DLC rights for Call of Duty titles through 2012, tied to Activision Blizzard CEO Bobby Kotick's involvement in the partnership reveal.[38] Adding to the spectacle, the event opened with a Cirque du Soleil performance on the preceding evening at USC's Galen Center, blending acrobatics and visuals to introduce Kinect's launch details and underscore Microsoft's vision for immersive, controller-free entertainment beyond traditional gaming.[40]Electronic Arts
Electronic Arts held its press conference on June 14, 2010, as part of the E3 lineup, where CEO John Riccitiello opened the event by announcing a slate of 10 major titles and emphasizing the company's blockbuster franchises alongside new partnerships, such as with Respawn Entertainment founded by former Infinity Ward leads Vince Zampella and Jason West.[41] Riccitiello positioned the showcase as a pivotal moment for EA's portfolio, focusing on high-impact releases across shooters and sports genres to reinforce the publisher's market dominance.[41] A key highlight was the reveal of the Battlefield: Bad Company 2: Vietnam expansion pack, presented via a cinematic trailer featuring Vietnam War-era settings, vehicles, and maps like the Cu Chi tunnels, with a winter 2010 release window for consoles and PC.[42] The expansion promised to extend the core game's destructible environments and multiplayer modes, building on the title's success since its March 2010 launch.[43] Dead Space 2 received a detailed gameplay demo showcasing zero-gravity combat, new weapons like the line gun, and horror elements set in the sprawling space station known as The Sprawl, with a confirmed release date of January 25, 2011, for PlayStation 3, Xbox 360, and PC.[44] The demo emphasized expanded narrative depth and player agency compared to the original, including sequences in gothic church-like environments overrun by Necromorphs.[41] Crysis 2 was demonstrated through a live Xbox 360 gameplay segment highlighting the Nanosuit's stealth and armor modes in a post-apocalyptic New York City, including a boss fight in Grand Central Terminal, paired with a pre-rendered 3D cutscene; the game was slated for a 2011 launch across platforms.[44] Developer Crytek's presentation by Cevat Yerli stressed the sequel's shift to urban warfare and graphical advancements supporting stereoscopic 3D.[41] The conference also announced the Medal of Honor reboot, shifting the series to a contemporary conflict in Afghanistan's Helmand Province, with a live 24-player multiplayer demo illustrating large-scale battles and realistic military tactics developed by DICE; the single-player campaign and multiplayer were set for release on October 12, 2010, with a public beta launching June 21.[43] This revival aimed to blend cinematic storytelling with Battlefield-style multiplayer, underscoring EA's push in the first-person shooter space.[44] In the sports category, EA showcased NBA Elite 11, rebranding and overhauling its basketball simulation with a new analog stick-based control system for dribbling and shooting, alongside debut in-game footage of dynamic player animations and modes like Synergy for team chemistry; the title was positioned as a direct competitor to 2K's series, targeting a fall 2010 release.[45] These reveals collectively demonstrated EA's strategy to leverage established IPs for cross-platform appeal and genre leadership.[46]Ubisoft
Ubisoft held its E3 2010 press conference on June 14, 2010, at the Los Angeles Theater, led by CEO Yves Guillemot.[47] Guillemot highlighted the company's commitment to advancing open-world gameplay through innovative mechanics and leveraged the creative input from its worldwide studios, including Ubisoft Montpellier and Ubisoft Reflections.[48] The event focused on franchise expansions and new intellectual properties, showcasing a mix of action-adventure and strategy titles across multiple platforms. A centerpiece announcement was for Assassin's Creed: Brotherhood, the direct sequel to Assassin's Creed II, which introduced multiplayer for the first time in the series.[49] The mode featured an eight-player "Wanted" setup where participants assumed roles as assassins or targets in Renaissance Italy, emphasizing stealth, chases, and assassinations with characters like the Courtesan.[49] A cinematic trailer confirmed a launch date of November 16, 2010, for PlayStation 3, Xbox 360, and PC, with single-player enhancements including horse riding, paragliding, and improved combat for crowd control. The conference included a live demo demonstrating these features in Rome's open-world environment.[50] Ubisoft also presented a playable demo of Prince of Persia: The Forgotten Sands, recently released in May 2010, to highlight its fluid platforming and elemental powers like time rewind and sand manipulation. The demo emphasized acrobatic traversal and puzzle-solving in a mythological Persian setting, underscoring the game's ties to the Warrior Within and The Two Thrones era. New titles included Driver: San Francisco, a revival of the driving series developed by Ubisoft Reflections, which introduced protagonist John Tanner's supernatural "Shift" ability to remotely control vehicles in a sandbox recreation of San Francisco. A demo at the conference showcased high-speed chases with licensed cars exhibiting realistic damage and physics, planned for release in 2011 on PlayStation 3, Xbox 360, Wii, and PC.[51] Similarly, R.U.S.E. was spotlighted as a real-time strategy game emphasizing deception and large-scale WWII battles, with new footage demonstrating its zoomable camera and ruse cards for tactical misdirection; it was slated for September 7, 2010, on PlayStation 3, Xbox 360, and PC. Among innovative projects, From Dust (initially codenamed Project Dust) was unveiled as a god-simulation game created by Éric Chahi, known for Another World.[52] Players manipulated terrain, water, and lava in real-time to guide a tribe through dynamic, physics-based environments, blending strategy and environmental interaction; it was announced for digital release in spring 2011 on PlayStation Network, Xbox Live Arcade, and PC.[53] The reveal trailer emphasized its procedural destruction and creative freedom, positioning it as a fresh take on simulation gameplay.[54]Nintendo
Nintendo held its E3 2010 press conference on June 15, 2010, led by Reggie Fils-Aimé, President of Nintendo of America, who opened by stressing that technology serves as a tool to enhance game design and deliver engaging experiences for families.[55][56] The briefing underscored Nintendo's commitment to accessible, family-oriented gaming, showcasing titles like Wii Party and Just Dance 2 to broaden appeal across generations, while subtly hinting at continued evolution in hardware to sustain the Wii's momentum without announcing a direct successor.[57][56] The centerpiece of the event was the unveiling of the Nintendo 3DS, a successor to the Nintendo DS featuring groundbreaking glasses-free 3D technology on its 3.5-inch upper screen, adjustable via a depth slider, alongside a lower touchscreen, analog nub, motion sensor, and gyroscope for enhanced interactivity.[57][55] Demos highlighted its capabilities with upcoming first-party titles, including Nintendogs + Cats and Pilotwings Resort, demonstrating seamless 3D visuals and augmented reality features without requiring special eyewear.[57] Game reveals emphasized innovative first-party developments, with The Legend of Zelda: Skyward Sword prominently featured for its integration of Wii MotionPlus, enabling precise 1:1 motion controls for sword swings, shield positioning, and item usage to create immersive gameplay, targeted for a 2011 Wii release.[56][57] Kirby's Epic Yarn was announced as a whimsical Wii platformer developed by Good-Feel, where Kirby transforms into yarn to manipulate environments in creative, fabric-themed levels, set for a holiday 2010 launch.[56][55] Similarly, Donkey Kong Country Returns, crafted by Retro Studios, revived the side-scrolling series with vibrant visuals, co-op play, and classic platforming challenges, also slated for Wii in holiday 2010.[57][56] Amid competition in motion controls from Microsoft's Kinect and Sony's Move, Nintendo positioned its refined Wii MotionPlus as a mature solution for intuitive gameplay.[58]Sony
Sony's press conference took place on June 15, 2010, at the Shrine Auditorium in Los Angeles, marking the final major event of E3's pre-show days.[59] Hosted primarily by Sony Computer Entertainment America (SCEA) President and CEO Jack Tretton, the roughly 90-minute presentation opened with a celebratory video montage highlighting 15 years of PlayStation and 10 years of PlayStation 2.[60] Tretton set a competitive tone by poking fun at Microsoft's Kinect, while Senior Vice President of Marketing Kevin Butler delivered comedic interludes, including satirical skits mocking rival motion technology and rallying attendees around "gaming" as the ultimate focus.[59] The event blended executive talks, live demos, and trailer reveals to showcase hardware advancements and upcoming titles. A centerpiece of the conference was the full reveal of the PlayStation Move motion controller, positioned as a precision-oriented alternative to broader casual motion systems.[60] Sony detailed the system, which pairs a handheld motion controller with a glowing orb for tracking via the PlayStation Eye camera and an optional Navigation controller for secondary inputs, emphasizing sub-millimeter accuracy for immersive, one-to-one mapping in gameplay.[61] Launch bundles included a $99.99 starter pack with the motion controller, PlayStation Eye, and the bundled game Sports Champions, a sports simulation title designed to demonstrate Move's precision in activities like archery and table tennis; a standalone PS3 slim bundle was priced at $399.99.[60] Over 15 Move-compatible titles were announced for launch on September 19, 2010, in North America, with more than 40 additional games planned by year's end, including The Shoot, Tiger Woods PGA Tour 11, and Killzone 3 with optional Move support.[62] Sony also accelerated its push for stereoscopic 3D gaming on the PlayStation 3, leveraging a free firmware update already rolled out to all 35 million units to enable the feature without additional hardware beyond a compatible TV and 3D glasses.[60] A live 3D demo of Killzone 3 showcased intense first-person shooter action, including jetpack maneuvers and firefights on a derelict spaceship, highlighting enhanced depth for tactical gameplay; the title was slated for February 2011 release with full 3D and Move compatibility.[59] The conference confirmed a long-awaited release date for Gran Turismo 5 after multiple delays, setting it for November 2, 2010, in North America, with support for 3D visuals and damage modeling to elevate the racing simulation experience.[63] Additional 3D spectacles included montages of upcoming titles like MotorStorm: Apocalypse and Sly Collection, underscoring Sony's vision for immersive home entertainment.[60] Briefly, PSP updates noted over 70 new games incoming by December, including God of War: Ghost of Sparta.[60]Konami
Konami's press conference took place on June 16, 2010, in a small theater within the Los Angeles Convention Center, adopting an unconventional, low-budget format that contrasted sharply with the polished productions of other publishers like Microsoft and Sony.[64] The event, lasting about two hours, featured a mix of trailers, live demos, and performances but quickly gained notoriety for its awkward staging, including frequent dimming of lights that left segments feeling underlit and disjointed.[65] Cringeworthy moments abounded, such as a silent dance routine during a game demo and technical glitches during musical segments, contributing to an overall atmosphere of surreal discomfort that has since become legendary in E3 history.[65] Among the key reveals, a cinematic teaser trailer for Metal Gear Solid: Rising (later retitled Metal Gear Rising: Revengeance) highlighted cyborg ninja Raiden as the protagonist, shifting the series toward high-speed, blade-based combat against robotic foes in a post-Metal Gear Solid 4 storyline.[66] The trailer emphasized themes of customization and dismemberment mechanics, setting it apart from stealth-focused predecessors.[67] Hideo Kojima personally appeared on stage to introduce the trailer, underscoring his involvement in the project's direction.[65] A hands-on gameplay demo of Castlevania: Lords of Shadow followed, showcasing protagonist Gabriel Belmont navigating a rainy village overrun by werewolves and ghouls, utilizing whip-based combat, environmental puzzles, and cinematic quick-time events in this 3D reboot developed by MercurySteam under Kojima Productions' supervision.[68] The demo highlighted upgraded combat systems, including area-of-effect attacks and a holy water sub-weapon, aiming to modernize the franchise's gothic action roots for consoles.[69] Other announcements included updates to the Dance Dance Revolution series, with the reveal of a Wii-exclusive version featuring a new Choreography Mode for guided dance lessons and 40 classic tracks, alongside compatibility with existing dance mats.[70] The segment devolved into an infamous live performance where developers danced in silence to demonstrate moves, amplifying the event's eccentric tone.[65] Hideo Kojima also addressed fans' anticipation for a Zone of the Enders sequel, confirming that development on the third entry had been placed on hold to prioritize a secretive new project codenamed "Taboo."[71]Exhibitors and Featured Games
Notable Exhibitors
Activision maintained a prominent booth presence at E3 2010, where attendees could experience hands-on demos of multi-platform titles, including a high-profile showcase of Call of Duty: Black Ops that highlighted its Cold War-era campaign and multiplayer features.[72][73] This demo, which built on announcements from Activision's press conference, drew significant crowds and emphasized the game's cross-platform availability on Xbox 360, PlayStation 3, PC, and Wii.[74] THQ occupied a medium-sized booth in the South Hall, featuring an elaborate setup with bleacher seating for interactive sessions on UFC Undisputed and a towering robot display promoting Warhammer 40,000: Space Marine, underscoring the publisher's focus on action-oriented multi-platform franchises.[75] The booth's dense decorations and photo opportunities attracted media and fans, showcasing THQ's diverse portfolio spanning sports simulations and sci-fi shooters for consoles and PC.[76] Sega's booth stood out with expansive video screens playing trailers and a dedicated "Sonic hut" exhibit for Sonic the Hedgehog 4: Episode I, allowing visitors to play multi-platform demos of upcoming titles like Vanquish.[77][78] This layout highlighted Sega's strategy of blending arcade-style action with modern console experiences across platforms.[79] Among hardware partners, OnLive made a notable debut with a booth demonstrating its cloud-based game streaming technology, enabling real-time play of high-end titles on low-powered devices like the iPad without local installation.[80][81] The setup included live sessions of over 30 games, previewing a subscription model that streamed content from remote servers to PCs, Macs, and mobile devices.[82] Indie and mobile exhibitors, such as ngmoco and Gameloft, occupied smaller spaces to introduce early Android and iOS titles, with interactive kiosks displaying touch-based games like We Rule and Hero of Sparta, marking the growing integration of smartphone platforms into the console-dominated show floor.[31][83] These booths emphasized innovative portable controls and social features, though they received less attention than major publisher displays.[84]List of Featured Games
- Portal 2 (Valve): Single-player puzzle demo emphasizing gel-based mechanics for momentum and traction with the portal gun.
- Deus Ex: Human Revolution (Square Enix): Cinematic trailer and hands-on demo of stealth, hacking, and combat.
- Final Fantasy XIV (Square Enix): Playable beta of MMORPG with job system and open-world exploration.
- Epic Mickey (Disney Interactive Studios): Platforming demo featuring paintbrush tool for environmental manipulation.
- Super Mario Galaxy 2 (Nintendo): Post-launch demos of galaxy-hopping levels and cooperative play.
- God of War III (Sony): Extended hack-and-slash combat stations with boss fights.[85]
Action/Adventure Games
At E3 2010, Valve showcased an early build of Portal 2 for PC, PlayStation 3, and Xbox 360, highlighting gel-based mechanics for momentum and traction with the portal gun in single-player puzzle scenarios.[86] The demo emphasized physics interactions without split-screen elements. Square Enix debuted Deus Ex: Human Revolution for PC, PlayStation 3, and Xbox 360 with a cinematic trailer and hands-on demo set in a near-future Detroit, where players control security expert Adam Jensen using augmentations for stealth, hacking, and combat choices in corporate espionage scenarios.[87] The exhibit highlighted branching paths, such as non-lethal takedowns and social enhancements for dialogue influence, reviving the series' RPG elements in a cyberpunk setting.[88]RPGs and Other Genres
Square Enix offered playable beta access to Final Fantasy XIV for PC and PlayStation 3, demonstrating its classless job system where characters switch roles via gear in an open-world Eorzea, with real-time combat and crafting interfaces shown in 3D.[89] Attendees explored urban hubs like Gridania for questing and party formation, underscoring the MMORPG's console ambitions with controller-optimized menus.[90] Disney Interactive Studios featured a demo of Epic Mickey for Wii, centering on Mickey Mouse's paintbrush tool to restore or thin environments in a distorted Wasteland realm blending 2.5D platforming with moral choices affecting NPC alliances.[91] The exhibit included hub navigation in Ventureland and boss encounters using spin attacks, emphasizing Warren Spector's narrative depth inspired by classic Disney animation.[92]Platform-Specific Highlights
Nintendo's Wii booth supported post-launch engagement for Super Mario Galaxy 2, with on-floor demos revisiting its 242-star galaxy-hopping levels featuring Yoshi's tongue mechanics and dual-layer motion controls for cooperative play.[93] This setup highlighted the game's expansive worlds and challenge modes, building on its May 2010 release to drive accessory sales like the Wii MotionPlus. Sony's PlayStation 3 exhibit included God of War III stations offering extended play of its mythological hack-and-slash combat, with Kratos' Blades of Exile in multi-stage boss fights against gods like Poseidon, though no new DLC was detailed at the event.[94] The demo reinforced the title's QTE-driven spectacle and upgrade trees, capitalizing on its recent March launch for ongoing title support.Notable Appearances
Hideo Kojima
Hideo Kojima made a notable appearance at the Microsoft E3 2010 press conference on June 14, where he unveiled the first gameplay footage for Metal Gear Solid: Rising, a spin-off focusing on protagonist Raiden. Accompanied by producer Shigenobu Matsuyama, Kojima briefly appeared on stage while Matsuyama explained the game's central "zan-datsu" philosophy, derived from the Japanese terms for "cut" and "take," which allows players to precisely slice enemies and environments with Raiden's high-frequency blade before extracting components to fuel upgrades and progression.[95][96] The demonstration highlighted Raiden's redesigned cyborg appearance, portraying him as a more imposing, armored figure suited to the title's intense action sequences, marking a visual evolution from his sleeker design in prior entries to emphasize his role as a relentless combat operative.[95] Later, during Konami's E3 press conference on June 16, Kojima contributed to announcements expanding Rising's scope, confirming versions for PlayStation 3, Xbox 360, and PC, while reinforcing the game's integration into the broader Metal Gear Solid timeline as a story set between Metal Gear Solid 2: Sons of Liberty and Metal Gear Solid 4: Guns of the Patriots, exploring Raiden's transformation. This segment stood out amid the conference's unconventional staging, providing deeper context on how Rising would bridge stealth traditions with aggressive swordplay.[97] Throughout the event, Kojima engaged with fans and press in interviews, addressing the evolution of stealth mechanics by noting that Rising would blend optional infiltration with direct confrontations, allowing players to dismember foes creatively rather than solely avoid detection, thus adapting the series' core gameplay for a faster-paced narrative. He also teased future Kojima Productions endeavors, indicating plans for at least one sequel to Rising to further explore Raiden's arc as a central figure beyond a one-off story. In a video interview, Kojima's team discussed potential motion controls for enhanced immersion in Raiden's blade maneuvers, building pre-event anticipation for innovative input methods in upcoming Metal Gear titles.[98][99][100] The game's storyline and development underwent significant changes post-E3, with the timeline shifted to after Metal Gear Solid 4 and the title rebooted as Metal Gear Rising: Revengeance, released in 2013.Tetsuya Nomura
Tetsuya Nomura, renowned for directing the Kingdom Hearts series and serving as character designer for Final Fantasy Versus XIII, made a significant appearance at E3 2010, his first in several years following a period focused on internal development. His presence generated buzz, particularly as Square Enix opted not to host a traditional press conference but instead leveraged partner events and booth demonstrations, with Nomura engaging in multiple media interviews to discuss upcoming projects.[101] A highlight of Nomura's activities was providing detailed teasers for the newly announced Kingdom Hearts 3D, revealed during Nintendo's E3 press briefing as an exclusive title for the Nintendo 3DS. In interviews on the show floor, Nomura emphasized that the game represents a completely original entry in the series, with both Sora and Riku serving as dual protagonists to advance the overarching narrative timeline, rather than a remake of prior installments. He also confirmed that composer Yoko Shimomura would return to score the project, underscoring the game's ambition to deliver fresh gameplay mechanics tailored to the 3DS hardware. These revelations positioned Kingdom Hearts 3D as a key bridge in the franchise's storyline, exciting fans with hints of deeper connections to ongoing plot threads.[102][103][104] Nomura also offered brief updates on the Fabula Nova Crystallis series during these sessions, noting that development on Final Fantasy Versus XIII was progressing smoothly despite recent adjustments to its systems, though no new demos or in-depth discussions on elements like combat mechanics or protagonist Noctis's development were showcased at the event. Pre-event hype had built anticipation through Nomura's interviews and artwork releases teasing potential crossovers between Kingdom Hearts and Final Fantasy universes, with hints of expanded character interactions to enrich the RPG elements across Square Enix titles. This focus highlighted Nomura's role in blending fantasy narratives, contrasting his RPG expertise with more action-oriented showcases elsewhere at the expo.[104][105]Other Notable Appearances
Several celebrities made appearances at E3 2010 events tied to game promotions. At Activision's pre-show party held at the Staples Center, performers including Eminem, Usher, will.i.am, Soundgarden, N.E.R.D., and Travis Barker entertained attendees, highlighting the company's music and rhythm game lineup such as DJ Hero 2.[106] Paris Hilton also attended the Activision preview event, adding to the high-profile glamour surrounding the publisher's announcements.[107] Developers like Cliff Bleszinski, Epic Games' design director, were prominent on stage and the show floor, demonstrating Gears of War 3's multiplayer modes and co-op features during Microsoft's press conference and IGN's live sessions.[108] His presentations emphasized new gameplay mechanics, such as weapon sharing and four-player co-op, generating buzz for the Xbox 360 title.[109] Surprise guests included rapper Ice-T, who was revealed as the voice of character Griffin in Gears of War 3 during a post-conference event hosted by Bleszinski.[108] Shigeru Miyamoto, Nintendo's veteran producer, made a dramatic entrance to demonstrate The Legend of Zelda: Skyward Sword's motion controls at the company's press briefing and offered brief comments on the Wii's ongoing evolution, noting its potential for further platform advancements.[110][111] Fan interactions were enhanced by cosplay and booth activities across the Los Angeles Convention Center floor, where attendees donned elaborate costumes representing characters from featured games like Assassin's Creed: Brotherhood and Halo: Reach, alongside large-scale props and sculptures that created immersive environments.[112] Autograph sessions at publisher booths, including those for Epic Games and Nintendo, allowed fans to meet developers and sign posters related to announced titles.Pre-Event Hype
Valve's Absence
In early June 2010, Valve Corporation announced the cancellation of its planned press event for Portal 2 at E3, opting instead for an undisclosed "surprise" that shifted the company's promotional focus away from traditional trade show activities toward digital channels.[113] This decision aligned with Valve's growing emphasis on Steam as a direct-to-consumer platform, allowing the company to build anticipation through online trailers and updates rather than on-site demonstrations.[114] The move highlighted Valve's strategy to prioritize internal development and digital distribution over the logistical demands of large-scale expo marketing, a approach that would become more pronounced in subsequent years.[115] The cancellation significantly influenced pre-event hype for Portal 2, as Valve released multiple cinematic trailers via Steam and its website in the weeks leading up to E3, teasing new gameplay elements like co-operative modes and expanded environments outside the Aperture Science facility.[116] These online reveals maintained momentum without a dedicated booth-centric showcase, culminating in the promised surprise: co-founder Gabe Newell's unexpected appearance at Sony's E3 press conference on June 15, where he announced a PlayStation 3 version of Portal 2 integrated with Steamworks features.[117] Newell commented on the evolving relevance of trade shows like E3, noting in post-event interviews that digital platforms like Steam offered more efficient ways to engage global audiences than physical events. Community reactions to Valve's scaled-back presence were mixed, with fans expressing disappointment over the lack of a full event but fueling widespread speculation about unrevealed projects. Online forums and gaming sites buzzed with theories that the surprise might involve Half-Life 2: Episode 3 or even a full Half-Life 3, based on lingering expectations from the episodic series' cliffhanger ending in 2007.[118] Newell directly addressed this in an email to media outlets, confirming Episode 3 would not appear at E3, which only intensified discussions.[119] Overall, the absence of a conventional Valve showcase amplified online engagement, turning E3 speculation into a major talking point across gaming communities.[120]Square Enix Announcements
Square Enix adopted a restrained approach to E3 2010, prioritizing pre-event digital reveals and targeted media engagement over a prominent on-site showcase, as the company lacked a standalone press conference and maintained a booth focused on industry previews.[30] In the weeks leading up to the event, Square Enix released the debut cinematic trailer for Deus Ex: Human Revolution, a cyberpunk action RPG co-published with Eidos Montreal, on June 4, 2010, introducing protagonist Adam Jensen's augmentations and the game's 2027 setting amid corporate intrigue.[121] This trailer generated significant buzz, highlighting the title's blend of stealth, combat, and choice-driven gameplay as a pre-E3 highlight.[122] Anticipation for Final Fantasy XIV, the company's upcoming MMORPG, was similarly fueled through prior announcements, including beta sign-ups opened in December 2009 and detailed previews in Japanese media, culminating in a new trailer premiere scheduled for Microsoft's E3 briefing on June 14, 2010.[123] These efforts underscored Square Enix's strategy of leveraging online platforms to build global interest without relying heavily on the convention floor.[124] Tetsuya Nomura, director of Final Fantasy Versus XIII, contributed to pre-event excitement via interviews in Japanese publications such as Famitsu, where he elaborated on the project's action-oriented combat and open-world elements while noting development adjustments that made an E3 debut unlikely.[125] This coverage echoed hype from earlier Japanese events like the 2009 Tokyo Game Show, extending the project's mystique through print and online channels. Square Enix's booth at E3 was accordingly scaled back to press-only previews, allowing controlled demonstrations of titles like Final Fantasy XIV and Kingdom Hearts without broader theatrical presentations.[126] President Yoichi Wada articulated the rationale behind this pivot in interviews around the event, emphasizing a corporate focus on digital distribution, online social gaming, and expansion into high-growth Asian markets like China, where partnerships and localized content were seen as more vital than traditional Western trade shows.[127] He described digital entertainment as a core growth area, signaling a broader shift away from physical event reliance toward sustainable online ecosystems.[127] This orientation aligned with Square Enix's fiscal year report, which highlighted Asian market initiatives as key to diversifying beyond console-heavy Western audiences.[128]Awards and Aftermath
Game Critics Awards
The Game Critics Awards: Best of E3 2010 recognized outstanding games and hardware showcased at the Electronic Entertainment Expo, with selections based solely on demonstrations available during the event from June 15 to 17, 2010. Representatives from 31 prominent video game publications and outlets, including IGN, GameSpot, and Electronic Gaming Monthly, voted on nominations announced on June 29, 2010, to determine the winners across 16 categories plus a special commendation. The final results were revealed on July 6, 2010, emphasizing innovation in gameplay, presentation, and technology from playable builds and trailers.[129][130][131] Notable highlights included id Software's Rage, which secured three awards for its post-apocalyptic shooter mechanics and visuals demonstrated on consoles and PC, while Valve's Portal 2 earned two for its puzzle-adventure elements, and Harmonix's Dance Central also took two for its motion-controlled rhythm gameplay on Xbox 360. Nintendo's 3DS handheld dominated hardware categories, praised for its stereoscopic 3D display without glasses in on-floor demos. The awards underscored the event's focus on emerging motion tech and cross-platform titles, with publisher Electronic Arts leading nominations and securing multiple wins through diverse entries like racing and sports simulations.[129][132][133] The full list of winners is as follows:| Category | Winner | Developer/Publisher | Platforms |
|---|---|---|---|
| Best of Show | Nintendo 3DS | Nintendo | Handheld |
| Best Original Game | Dance Central | Harmonix/MTV Games/Microsoft | Xbox 360 |
| Best Console Game | Rage | id Software/Bethesda | PC, PS3, Xbox 360 |
| Best Handheld Game | God of War: Ghost of Sparta | Ready at Dawn/Sony Santa Monica | PSP |
| Best PC Game | Portal 2 | Valve | PC/Mac, PS3, Xbox 360 |
| Best Hardware | Nintendo 3DS | Nintendo | Handheld |
| Best Action Game | Rage | id Software/Bethesda | PC, PS3, Xbox 360 |
| Best Action/Adventure Game | Portal 2 | Valve | PC/Mac, PS3, Xbox 360 |
| Best Role Playing Game | Star Wars: The Old Republic | BioWare Austin/LucasArts/EA | PC |
| Best Fighting Game | Marvel vs. Capcom 3 | Capcom | PS3, Xbox 360 |
| Best Racing Game | Need for Speed Hot Pursuit | Criterion Games/EA | PC, PS3, Xbox 360 |
| Best Sports Game | NBA Jam | EA Canada/EA Sports | Wii |
| Best Strategy Game | Civilization V | Firaxis/2K Games | PC |
| Best Social/Casual Game | Rock Band 3 | Harmonix/MTV Games/EA | PS3, Xbox 360, Wii |
| Best Motion Simulation Game | Dance Central | Harmonix/MTV Games/Microsoft | Xbox 360 |
| Best Online Multiplayer | Assassin's Creed: Brotherhood | Ubisoft Montreal/Ubisoft | PC, PS3, Xbox 360 |
| Special Commendation for Graphics | Rage | id Software/Bethesda | PC, PS3, Xbox 360 |