Microsoft needed to prove themselves after a horrible start after Xbox One's announcement. Show games that are worth upgrading to Xbox One, to prove it's really this powerful machine which will lead to the future of gaming, like they were claiming it to be. And try making the console itself more appealing. Admittedly, the games they showed off seemed pretty fun in their own way, but in the end Microsoft failed to do what they needed to.
Sony needed to show that they could be better than Microsoft in bringing this high-tech console, with none (or very few) of the problems that Xbox One had, while also showing off enough of a variety of games, which showed off what the machine could bring to the next-gen table. For the most part, they succeeded. They showed (very clearly) that they won't be doing the same BS that Microsoft is doing, and their games seemed pretty varied overall. Of course, some of the games were multi-platform games (including the two big games Square Enix showed off), which takes away some of the impact of, but at the same time, it helped to show off a bigger variety of games than what we saw at Microsoft.
Nintendo had to bring out some of its big guns, and also show off some of their stronger third party games, to prove that the Wii U will be gaining momentum going forward. And in some ways, they did this. A new 3D Mario game, DKCR, Mario Kart, Smash Bros., etc., as well as Monolith's new RPG, and Bayonetta. Though, with a lot of those games, they kind of show of a bit of a sameness as what we've seen on the Wii, and other Nintendo systems. Of course, Nintendo's games will either appeal to you, or they won't. As a Nintendo fan, most of it looked good to me, but I don't see these games winning over non-Nintendo fans (besides maybe those 3rd party games, but those were only a couple games).
So, in the end, I'd say Sony won, then Nintendo, and then Microsoft.
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