The signs have gone up and the stage is being set for one of the biggest dates in the gaming calendar.
From online-only titles to virtual reality experiences, around 200 exhibitors will be at E3 in Los Angeles this week - to show off their latest software, in the hope of becoming the next big thing.
Microsoft, Electronic Arts (EA), Ubisoft and Sony are all expected to hold news conferences on Monday, ahead of Tuesday's official opening.
And speculation is rife about what they'll be announcing.
"I know that the people is (are) very excited about Morpheus, from Sony. Probably hearing some more news about Microsoft, you know, it's been lagging behind Sony so they have to like make a really huge comeback this year. Let's see how, how that all plays out," says Jorge Blacio, of Freaky Creations, from Ecuador.
"But I know Sony is going to be like pushing it because they don't want to lose the winning edge, you know?''
Following the dawn of the new console generation, several publishers will use this year's E3 to push potential new franchises, such as Bungie's sci-fi shooter Destiny, Turtle Rock Studios' monster battle Evolve, Insomniac Games' cartoony shoot-'em-up Sunset Overdrive and Ubisoft Massive's thriller Tom Clancy's The Division.
Despite a boost in non-sequels, a slew of follow-ups are scheduled to be promoted on the show floor, such as new instalments of The Sims, Halo, Call of Duty, Far Cry, Metal Gear Solid, Assassin's Creed and Super Smash Bros.
A few apologies might be issued to E3 crowds, like Microsoft for backtracking on required features for the Xbox One, Electronic Arts for botching last year's Battlefield 4 launch, Nintendo for again dialling back its E3 presence after stumbling with the Wii U and other publishers for delaying titles originally set for release this year to 2015.
Sony might unveil an Uncharted or God of War game for the PS4; Nintendo may tease a Legend of Zelda for the Wii U and a Skylanders-like toy-game line; and Team Ico's The Last Guardian, a game originally teased at E3 2009 but never released, could finally receive a release date.
Ben Howard, Vice President of Content, GameSpot, says the gaming industry is now experiencing a "real strengthening of the core."
"We come to the end last year of the longest console cycle in history. You know the PS-3 and the XBox 360 were seven-year cycles in some cases. And that, you know, definitely caused a bit of stagnation and a lot of fragmentation. A lot of money in the industry went in to mobile, went into free-to-play, you know, companies like Zenga," he explains.
"What's starting to happen now is a real strengthening of the core again. You know, it's early days for the console sales. This is E3 is so critical because that first holiday season after the consoles are released is really that first really important season where the games start to hit the shelves. The install base is there.''
E3, which is run by the Entertainment Software Association (ESA), is being held at the Los Angeles Convention Centre from 10 June to 12 June 2014.
Source: APTN
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