I can agree that their shows was more organized and straightforward than Sony's, for example, but to win? I'm not too sure. For me the win is between Ubisoft and Sony. Ubisoft also had a somewhat entertaining, well organized show with some cool surprises. I really like how Assassin's creed looks now. They made me want to play it.
Sony's first 20 mins were terrible, except for TLOU 2's demo. But they quickly turned it around and showed us what we wanted to see. Gameplay. They also showed some surprises as well like Remedy's new game and RE2 remake. Sucks that they held back some release dates though. I mean not even a general timeframe.
MS, though, had a lot of timed exclusives, multiplats, and non game related material. There really wasn't much time to really show anything substantial, except for FH4. And while it's great that they acquired new studios, I feel like that could have been announced separately from E3. It would have also been great to announce these studios along with a teaser of what they are working on. The absence of that just tells me that we won't be seeing anything from them until next gen. I would have rather have seen something else in its place, like a gameplay demo of an upcoming game. I also remember Phil stating that they weren't going to be announcing games that are too far out anymore, yet there were a few titles they showed that had no release dates (Halo: Infinite) or even a trailer that shows any kind of gameplay (Battletoads).
They even teased new hardware. It's almost like they threw a whole bunch of stuff at a wall to see what would stick.
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