The Big Three Escalate E3 Hype Levels To Code Orange

The glorious, obnoxious return of E3 proper is mere weeks away. The hype is now palpable, with Nintendo, Microsoft and Sony inflating expectations for their respective E3 showings. But Microsoft may be hyping the loudest.

While Nintendo and Sony seem content to remind video game fans that they too will be attending the Los Angeles Convention Center, armed with new wares, Microsoft's Don Mattrick says the Xbox 360 maker is "gearing up for a big presence at E3 which will completely transform how people think about home entertainment."

Holy crap.

"We're excited about the momentum that is building in the industry in anticipation of our June 1st media briefing, which will kick off E3 in blockbuster style," Microsoft's hype ringmaster and senior vice president for the Interactive Entertainment Business at Microsoft says.

Sony and Nintendo are a bit more measured in their anticipation of the event.

"Sony Computer Entertainment America is looking forward to another great showing at this year's E3 Expo," said Jack Tretton, president and CEO of SCEA. "The audience of North American-based and foreign media and key industry partners makes E3 Expo an ideal place for us to unveil the latest PlayStation news and products at our press event on June 2."

"Nintendo has been a long time attendee of E3 and it has our full support," added Reggie Fils-Aime, president and COO, Nintendo of America. "E3 brings a wide variety of key audiences into contact with products from many companies, including Nintendo. It's the place where creativity is on display, and as a ‘sneak peak' for our entire industry it helps generate excitement for gamers around the world."