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E3 2010
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Electronic Entertainment Expo 2010
Official logo of E3 2010
GenreMulti-genre
BeginsJune 14, 2010
EndsJune 17, 2010
VenueLos Angeles Convention Center
LocationsLos Angeles, California
CountryUnited States
Previous eventE3 2009
Next eventE3 2011
Attendance45,600
Organized byEntertainment Software Association
Filing statusProfit

The Electronic Entertainment Expo 2010 (E3 2010) was the 16th E3 held. The event took place at the Los Angeles Convention Center in Los Angeles, California. It began on June 14, 2010, and ended on June 17, 2010, with 45,600 total attendees. There was also an E3 event held in Sony's PlayStation Home.

Layout

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E3 2010 was held at the Los Angeles Convention Center with the show occupying the South and West Halls as well as the first floor.

West Hall

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Sony Computer Entertainment and Nintendo had booths that were directly opposite of each other. Other notable developers and publishers located on this floor were Atlus, Atari, Bethesda, Sony Online Entertainment, and Capcom.

South Hall

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The hall has three types of booths: large, medium and small. The large booths were occupied by Square Enix, MTV Games, Microsoft, Ubisoft, Disney Interactive Studios, and Electronic Arts. The medium booths were occupied by Sega, Konami, THQ, Warner Bros. Interactive, and Take-Two Interactive. The small booths were occupied by Namco Bandai and Tecmo Koei.[1]

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The current list of games that were featured at E3 2010:[2]

2K Games

Activision

Atari

Atlus

Bethesda Softworks

Capcom

Disney Interactive Studios

Electronic Arts

Konami

LucasArts

Microsoft

MTV Games

Namco Bandai

Natsume Inc.

Nintendo

Prope

Sega

Seven45 Studios

Square Enix

Sony

SNK Playmore

THQ

Tecmo Koei

Ubisoft

Valve

Warner Bros. Interactive

Notable exhibitors list

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The list of notable exhibitors, including Atari who returned after pulling out of E3 2009 at the last minute:[21]

Press conferences

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Microsoft

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Microsoft held its press conference on June 14. Phil Spencer, vice president of Microsoft Studios, hosted the event for Kinect, and Hideo Kojima was a notable speaker.

Electronic Arts

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Electronic Arts' press conference took place on June 14. Chief Executive Officer, John Riccitiello, has billed E3 2010 as being the "Biggest and Best Ever [E3 Expo]". He also adds that "All the best games and all the best developers will be together in LA to unveil new titles and celebrate the creativity and new technology that makes gaming so much fun".[22]

Ubisoft

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Ubisoft held a press conference on June 14. Multiple games were featured, including Assassin's Creed: Brotherhood, Driver: San Francisco, and Ghost Recon: Future Soldier. The conference was hosted by actor and comedian Joel McHale.

Nintendo

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Nintendo held its conference on June 15. Shigeru Miyamoto appeared on stage and presented gameplay of their new game The Legend of Zelda: Skyward Sword, though control difficulties due to wireless interference occurred. Other notable speakers included Warren Spector, who went into detail about the upcoming game Epic Mickey. Satoru Iwata unveiled the upcoming Nintendo 3DS handheld system and allowed those in attendance to try it out.[23]

Sony

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Sony held its conference on June 15.[24] The conference opened up, with Kaz Hirai talking about 3D, and Herman Hulst demoing Killzone 3. Sony also announced its plans to advertise PlayStation Move starting with a partnership with Coca-Cola. They also announced plans to start PlayStation Plus. LittleBigPlanet 2, Dead Space 2, and Tiger Woods PGA Tour 10 were demoed. Other games shown include Infamous 2, Medal of Honor, God of War: Ghost of Sparta, and Portal 2. The show closed with a teaser trailer, and demo for an upcoming Twisted Metal game.

Konami

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Konami's press conference was held on June 16. The conference stood out with its numerous ill-received stunts and performances. In GameTrailers's top 15 most embarrassing moments of E3, they awarded the entire Konami press conference the award citing that they took up 10 of the 15 spots further referring to it as an "uncomfortable monstrosity".[25]

Notable appearances

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Hideo Kojima

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Hideo Kojima, creator of the Metal Gear Solid series, made an appearance at Microsoft's press conference.[26] Prior to that he attended the third annual PlayStation.Blog E3 Meetup and gave away free bundles of Metal Gear Solid: Peace Walker.[27]

Tetsuya Nomura

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Tetsuya Nomura, director of Final Fantasy XV (then known as Versus XIII) and series director of Kingdom Hearts, made an appearance at E3. In addition he is met with Square Enix's Osaka-based Product Development Group 5 which recently worked on Kingdom Hearts Birth by Sleep. This was revealed by Shinji Hashimoto, a Japanese game producer for Square Enix, on his Twitter account.[28]

Other notable appearances

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Japanese game developers Hideki Kamiya, Yuji Naka, Suda51, and Shinji Mikami all went to E3 2010.[29] While American game director David Jaffe, head of Eat Sleep Play, was also in attendance.[30] Olympian Shaun White made an appearance at Ubisoft's press conference to promote the game Shaun White Skateboarding

Pre-E3 hype

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Valve

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Valve claimed that they were going to be unveiling a "surprise" at E3 2010; they were originally set to hold an event regarding Portal 2 on June 14, 2010. The Portal 2 event was cancelled on June 1, 2010, with the "surprise" as its replacement.[31] At Sony's press conference, the surprise was revealed to be Portal 2 on PlayStation 3, as well as Steamworks integration for the platform.

Square Enix

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Square Enix claimed that they were going to be unveiling a new title in the Kingdom Hearts series; this was revealed by series director Tetsuya Nomura in an interview with Game Informer.[32] This was revealed to be Kingdom Hearts 3D.

Game Critics Awards

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Further information: Game Critics Awards

The Game Critics Awards is an independent group of 31 North American media outlets that cover the videogame industry, consisting of sites such as Kotaku, Joystiq, GameSpot, IGN and GameTrailers. Each year they award games showcased at E3 with various titles, they are also officially recognized by the Entertainment Software Association, the organizer of E3.[33]

Best of Show Best Original Game
Best Console Game Best Handheld Game
Best PC Game Best Hardware
Best Action Game Best Action/Adventure Game
Best Role Playing Game Best Fighting Game
Best Racing Game Best Sports Game
Best Strategy Game Best Social/Casual Game
Best Motion Simulation Game Best Online Multiplayer Game

[34]

References

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Revisions and contributorsEdit on WikipediaRead on Wikipedia

E3 2010

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from Grokipedia
The Electronic Entertainment Expo 2010 (E3 2010) was the sixteenth annual trade show for the , organized by the and held from June 15 to 17, 2010, at the in , . 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. E3 2010 stood out for its emphasis on innovative hardware reveals and motion-based technologies, with unveiling the , a stereoscopic 3D handheld console without the need for special glasses, alongside announcements for over 70 games in development for the platform. showcased the (previously known as Project Natal), a controller-free motion-sensing device for the , set for a November 2010 launch with bundled games like , while also debuting a redesigned, slimmer console. Sony introduced , a with precision tracking, and demonstrated 3D gaming support for the , including titles like Killzone 3. 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. 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.

Event Overview

Dates and Venue

The Electronic Entertainment Expo 2010 (E3 2010) show floor was open from June 15 to 17 at the in , , preceded by press conferences starting on June 14. 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. 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. The , 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. Its central location in 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.

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 . This figure marked a significant rebound from the more restricted events of prior years, reflecting renewed interest from developers, publishers, retailers, and media professionals. 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. After the 2006 cancellation and the underwhelming 2007–2008 shows in Santa Monica—described as logistical "disasters" lacking media buzz—the (ESA) pivoted in 2009 toward a larger, more inclusive model at the . By 2010, this evolution emphasized broader accessibility, incorporating consumer-oriented elements to revitalize the as a vibrant hub for industry networking and announcements, moving away from the elite, business-focused exclusivity of the preceding years. As a key moment in the late gaming landscape, E3 2010 underscored the maturation of next-generation consoles like the and , while spotlighting emerging technologies such as motion controls to extend their market relevance amid competition from Nintendo's . 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.

Venue Layout

West Hall

The West Hall of the served as the primary venue for major console manufacturers at E3 2010, hosting expansive booths from , , and 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. 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. Nintendo's expansive booth, one of the largest in the hall, included elevated platforms with rows of handheld units for hands-on trials and dedicated areas for 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. Sony's booth complemented the hall's hardware focus with distinct zones for 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.

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. 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. 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. 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. 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. 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. prototypes and accessory integrations were prominent, enabling practical evaluations in open, adaptable exhibit formats that supported diverse vendor needs. 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. 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.

Press Conferences

Microsoft

Microsoft's E3 2010 press conference took place on June 14, 2010, at the Wiltern Theatre in , marking the official unveiling of , the company's controller-free motion gaming peripheral previously known as Project Natal. The device, featuring a depth sensor, RGB camera, and multi-array microphone, was presented as a seamless addition to the ecosystem, enabling gesture- and voice-based interactions without additional controllers. Demos showcased its capabilities in games like , which included mini-games such as , track and field, and bowling, as well as broader entertainment features like video chat through Video Kinect integration with Xbox Live and services. was announced for a North American launch on November 4, 2010, with 15 launch titles available, emphasizing family-friendly and fitness-oriented experiences. The conference highlighted several key Xbox 360 game titles, providing final details on upcoming releases. Halo: Reach, developed by , received a live campaign demo emphasizing its prequel storyline and multiplayer beta access, with a ship date set for September 14, 2010. Fable III, from , was showcased with its revolutionary narrative choices, slated for release on October 26, 2010. Other announcements included exclusive timed DLC rights for titles through 2012, tied to Activision Blizzard CEO Bobby Kotick's involvement in the partnership reveal. Adding to the spectacle, the event opened with a performance on the preceding evening at USC's , blending acrobatics and visuals to introduce Kinect's launch details and underscore Microsoft's vision for immersive, controller-free entertainment beyond traditional gaming.

Electronic Arts

held its press conference on June 14, 2010, as part of the lineup, where CEO opened the event by announcing a slate of 10 major titles and emphasizing the company's blockbuster franchises alongside new partnerships, such as with founded by former leads Vince Zampella and Jason West. 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. A key highlight was the reveal of the Battlefield: Bad Company 2: Vietnam expansion pack, presented via a cinematic trailer featuring War-era settings, vehicles, and maps like the Cu Chi tunnels, with a winter 2010 release window for consoles and PC. 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. Dead Space 2 received a detailed 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 , , and PC. The demo emphasized expanded narrative depth and player agency compared to the original, including sequences in gothic church-like environments overrun by Necromorphs. Crysis 2 was demonstrated through a live gameplay segment highlighting the Nanosuit's stealth and armor modes in a post-apocalyptic , including a boss fight in , paired with a pre-rendered 3D cutscene; the game was slated for a 2011 launch across platforms. Developer Crytek's presentation by Cevat Yerli stressed the sequel's shift to and graphical advancements supporting stereoscopic 3D. The conference also announced the reboot, shifting the series to a contemporary conflict in Afghanistan's , with a live 24-player multiplayer demo illustrating large-scale battles and realistic developed by ; the single-player campaign and multiplayer were set for release on October 12, 2010, with a public beta launching June 21. This revival aimed to blend cinematic storytelling with Battlefield-style multiplayer, underscoring EA's push in the space. In the sports category, EA showcased , rebranding and overhauling its basketball simulation with a new analog stick-based control system for and , alongside debut in-game footage of dynamic player animations and modes like for team chemistry; the title was positioned as a direct competitor to 2K's series, targeting a fall 2010 release. These reveals collectively demonstrated EA's strategy to leverage established IPs for cross-platform appeal and genre leadership.

Ubisoft

Ubisoft held its E3 2010 on , , at the Theater, led by CEO . Guillemot highlighted the company's commitment to advancing open-world gameplay through innovative mechanics and leveraged the creative input from its worldwide studios, including and . 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 , which introduced multiplayer for the first time in the series. The mode featured an eight-player "Wanted" setup where participants assumed roles as assassins or targets in , emphasizing stealth, chases, and assassinations with characters like the . A cinematic trailer confirmed a launch date of November 16, 2010, for , , and PC, with single-player enhancements including horse riding, , and improved combat for crowd control. The conference included a live demo demonstrating these features in Rome's open-world environment. Ubisoft also presented a playable demo of : 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 , a revival of the driving series developed by , which introduced protagonist John Tanner's supernatural "Shift" ability to remotely control vehicles in a sandbox recreation of . A demo at the showcased high-speed chases with licensed cars exhibiting realistic damage and physics, planned for release in 2011 on , , , and PC. Similarly, R.U.S.E. was spotlighted as a 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 , , and PC. Among innovative projects, (initially codenamed Project Dust) was unveiled as a god-simulation game created by , known for Another World. 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 , , and PC. The reveal trailer emphasized its procedural destruction and creative freedom, positioning it as a fresh take on simulation gameplay.

Nintendo

Nintendo held its E3 2010 press conference on June 15, 2010, led by , 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. The briefing underscored 's commitment to accessible, family-oriented gaming, showcasing titles like and to broaden appeal across generations, while subtly hinting at continued evolution in hardware to sustain the Wii's momentum without announcing a direct successor. The centerpiece of the event was the unveiling of the , a successor to the featuring groundbreaking glasses-free 3D technology on its 3.5-inch upper screen, adjustable via a depth slider, alongside a lower , analog nub, motion sensor, and for enhanced interactivity. Demos highlighted its capabilities with upcoming first-party titles, including and , demonstrating seamless 3D visuals and features without requiring special eyewear. Game reveals emphasized innovative first-party developments, with The Legend of Zelda: Skyward Sword prominently featured for its integration of , enabling precise 1:1 motion controls for sword swings, shield positioning, and item usage to create immersive gameplay, targeted for a 2011 release. was announced as a whimsical developed by Good-Feel, where Kirby transforms into to manipulate environments in creative, fabric-themed levels, set for a holiday 2010 launch. Similarly, , crafted by , revived the side-scrolling series with vibrant visuals, co-op play, and classic platforming challenges, also slated for in holiday 2010. Amid competition in motion controls from Microsoft's and Sony's Move, Nintendo positioned its refined as a mature solution for intuitive gameplay.

Sony

Sony's press conference took place on June 15, 2010, at the Shrine Auditorium in , marking the final major event of E3's pre-show days. Hosted primarily by Sony Computer Entertainment America (SCEA) President and CEO , the roughly 90-minute presentation opened with a celebratory video montage highlighting 15 years of PlayStation and 10 years of PlayStation 2. Tretton set a competitive tone by poking fun at Microsoft's , 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. 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 motion controller, positioned as a precision-oriented alternative to broader casual motion systems. detailed the system, which pairs a handheld with a glowing orb for tracking via the camera and an optional Navigation controller for secondary inputs, emphasizing sub-millimeter accuracy for immersive, one-to-one mapping in gameplay. Launch bundles included a $99.99 starter pack with the motion controller, , and the bundled game , a sports simulation title designed to demonstrate Move's precision in activities like and ; a standalone PS3 slim bundle was priced at $399.99. Over 15 Move-compatible titles were announced for launch on September 19, 2010, in , with more than 40 additional games planned by year's end, including The Shoot, , and with optional Move support. 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. 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. 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. Additional 3D spectacles included montages of upcoming titles like MotorStorm: Apocalypse and Sly Collection, underscoring Sony's vision for immersive home entertainment. Briefly, PSP updates noted over 70 new games incoming by December, including God of War: Ghost of Sparta.

Konami

Konami's press conference took place on June 16, 2010, in a small theater within the , adopting an unconventional, low-budget format that contrasted sharply with the polished productions of other publishers like and . 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. Cringeworthy moments abounded, such as a silent routine during a and technical glitches during musical segments, contributing to an overall atmosphere of surreal discomfort that has since become legendary in history. Among the key reveals, a cinematic 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. The trailer emphasized themes of customization and dismemberment mechanics, setting it apart from stealth-focused predecessors. personally appeared on stage to introduce the trailer, underscoring his involvement in the project's direction. A hands-on 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 under ' supervision. The demo highlighted upgraded combat systems, including area-of-effect attacks and a sub-weapon, aiming to modernize the franchise's gothic action roots for consoles. Other announcements included updates to the 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. The segment devolved into an infamous live performance where developers danced in silence to demonstrate moves, amplifying the event's eccentric tone. also addressed fans' anticipation for a sequel, confirming that development on the third entry had been placed on hold to prioritize a secretive new project codenamed "Taboo."

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. 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. 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 display promoting : , underscoring the publisher's focus on action-oriented multi-platform franchises. The booth's dense decorations and photo opportunities attracted media and fans, showcasing 's diverse portfolio spanning sports simulations and sci-fi shooters for consoles and PC. 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. This layout highlighted Sega's strategy of blending arcade-style action with modern console experiences across platforms. Among hardware partners, 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 without local installation. 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. Indie and mobile exhibitors, such as ngmoco and , occupied smaller spaces to introduce early Android and titles, with interactive kiosks displaying touch-based games like We Rule and Hero of Sparta, marking the growing integration of platforms into the console-dominated show floor. These booths emphasized innovative portable controls and social features, though they received less attention than major publisher displays.
  • 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.

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. 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. 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.

RPGs and Other Genres

Square Enix offered playable beta access to for PC and , 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. Attendees explored urban hubs like Gridania for questing and party formation, underscoring the MMORPG's console ambitions with controller-optimized menus. 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. The exhibit included hub navigation in Ventureland and boss encounters using spin attacks, emphasizing Warren Spector's narrative depth inspired by classic Disney animation.

Platform-Specific Highlights

Nintendo's Wii booth supported post-launch engagement for , with on-floor demos revisiting its 242-star galaxy-hopping levels featuring Yoshi's tongue mechanics and dual-layer motion controls for cooperative play. This setup highlighted the game's expansive worlds and challenge modes, building on its May 2010 release to drive accessory sales like the . Sony's 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 , though no new DLC was detailed at the event. 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

made a notable appearance at the 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. The demonstration highlighted Raiden's redesigned 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. Later, during Konami's E3 press conference on June 16, Kojima contributed to announcements expanding Rising's scope, confirming versions for , , and PC, while reinforcing the game's integration into the broader Metal Gear Solid timeline as a story set between Metal Gear Solid 2: 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. 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. 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

, 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 opted not to host a traditional but instead leveraged partner events and booth demonstrations, with Nomura engaging in multiple media interviews to discuss upcoming projects. A highlight of Nomura's activities was providing detailed teasers for the newly announced , revealed during Nintendo's E3 press briefing as an exclusive title for the . 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 of prior installments. He also confirmed that composer would return to score the project, underscoring the game's ambition to deliver fresh gameplay mechanics tailored to the 3DS hardware. These revelations positioned as a key bridge in the franchise's storyline, exciting fans with hints of deeper connections to ongoing plot threads. 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 and Final Fantasy universes, with hints of expanded character interactions to enrich the RPG elements across titles. This focus highlighted Nomura's role in blending fantasy narratives, contrasting his RPG expertise with more action-oriented showcases elsewhere at the expo.

Other Notable Appearances

Several celebrities made appearances at E3 2010 events tied to game promotions. At 's pre-show party held at the Staples Center, performers including , Usher, , , N.E.R.D., and entertained attendees, highlighting the company's music and lineup such as 2. also attended the preview event, adding to the high-profile glamour surrounding the publisher's announcements. 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. His presentations emphasized new gameplay mechanics, such as weapon sharing and four-player co-op, generating buzz for the Xbox 360 title. 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. 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. 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. Autograph sessions at publisher booths, including those for and , 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. 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. 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. The cancellation significantly influenced pre-event hype for , 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. 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 on June 15, where he announced a PlayStation 3 version of integrated with Steamworks features. 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. Newell directly addressed this in an email to media outlets, confirming Episode 3 would not appear at E3, which only intensified discussions. Overall, the absence of a conventional Valve showcase amplified online engagement, turning E3 speculation into a major talking point across gaming communities.

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 and maintained a booth focused on industry previews. In the weeks leading up to the event, released the debut cinematic trailer for Deus Ex: Human Revolution, a action RPG co-published with Eidos , on June 4, 2010, introducing protagonist Adam Jensen's augmentations and the game's 2027 setting amid corporate intrigue. This trailer generated significant buzz, highlighting the title's blend of stealth, , and choice-driven gameplay as a pre-E3 highlight. Anticipation for , 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 briefing on June 14, 2010. These efforts underscored Square Enix's strategy of leveraging online platforms to build global interest without relying heavily on the convention floor. Tetsuya Nomura, director of Final Fantasy Versus XIII, contributed to pre-event excitement via interviews in Japanese publications such as , where he elaborated on the project's action-oriented combat and open-world elements while noting development adjustments that made an debut unlikely. This coverage echoed hype from earlier Japanese events like the 2009 , extending the project's mystique through print and online channels. Square Enix's booth at was accordingly scaled back to press-only previews, allowing controlled demonstrations of titles like and without broader theatrical presentations. President Yoichi Wada articulated the rationale behind this pivot in interviews around the event, emphasizing a corporate focus on , online social gaming, and expansion into high-growth Asian markets like , where partnerships and localized content were seen as more vital than traditional Western trade shows. He described as a core growth area, signaling a broader shift away from physical event reliance toward sustainable online ecosystems. This orientation aligned with Square Enix's fiscal year report, which highlighted Asian market initiatives as key to diversifying beyond console-heavy Western audiences.

Awards and Aftermath

Game Critics Awards

The : 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 publications and outlets, including , , and , 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 , , and technology from playable builds and trailers. 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 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 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 leading nominations and securing multiple wins through diverse entries like racing and sports simulations. The full list of winners is as follows:
CategoryWinnerDeveloper/PublisherPlatforms
Best of ShowHandheld
Best Original GameDance Central/MTV Games/
Best Console GameRage/BethesdaPC, PS3,
Best Handheld GameGod of War: Ghost of SpartaReady at Dawn/ Santa MonicaPSP
Best PC GamePC/Mac, PS3,
Best HardwareHandheld
Best Action GameRage/BethesdaPC, PS3,
Best Action/Adventure GamePC/Mac, PS3,
Best Role Playing GameBioWare Austin/LucasArts/EAPC
Best Fighting GameMarvel vs. 3PS3,
Best Racing GameNeed for Speed Hot PursuitCriterion Games/EAPC, PS3,
Best Sports GameEA Canada/
Best Strategy GameFiraxis/2K GamesPC
Best Social/Casual Game/MTV Games/EAPS3, ,
Best Motion Simulation GameDance Central/MTV Games/
Best Online MultiplayerAssassin's Creed: Brotherhood/PC, PS3,
Special Commendation for GraphicsRage/BethesdaPC, PS3,
These selections reflected critic consensus on E3 2010's strongest playable experiences, such as Marvel vs. Capcom 3's fluid combo-based combat in arcade-style demos and 's narrative-driven MMO previews, without considering prior releases or future updates.

Industry Impact

The launch of major peripherals at E3 2010 marked the beginning of a significant shift toward gesture-based gaming, with Microsoft's and Sony's dominating the show floor demonstrations. , unveiled with hands-free gameplay demos, quickly became a commercial success, selling 24 million units worldwide by early 2013 and ultimately reaching 35 million units across and platforms by 2017, which helped extend the lifecycle of the console during a competitive period in the seventh-generation console wars. In contrast, , priced at $49.99 for the controller and bundled options, underperformed relative to expectations despite initial sales of over 4.1 million units by late 2010, as it failed to capture the same mainstream appeal as and contributed to Sony's struggles in innovating beyond traditional controllers. Nintendo's announcement of the handheld at the event provided a temporary boost to the portable gaming sector, with the device achieving rapid early adoption through its glasses-free and backward compatibility with DS titles, ultimately selling over 75 million units lifetime and revitalizing interest in dedicated handhelds amid rising mobile gaming competition. E3 2010's announcements influenced subsequent game releases and industry strategies, exemplified by the long-delayed , which received a firm November 2010 launch date during 's briefing and went on to ship 5.52 million units in its first weeks, becoming one of the best-selling PS3 titles with over 9 million units sold by 2012 and helping regain momentum in the racing genre. However, the event itself was widely perceived as underwhelming compared to the high-stakes drama of E3 2006, which featured console price reveals and the Wii's debut; 2010's heavy focus on iterative motion tech and 3D gaming lacked groundbreaking hardware transitions, leading to criticism that it failed to generate sustained excitement. This perception accelerated publishers' moves away from reliance on E3's shared stage, prompting shifts toward independent press conferences and direct-to-consumer streams, as seen in Nintendo's launch of in 2011 to control messaging more effectively. In broader terms, E3 2010 underscored the intensifying console wars between , , and while highlighting the emerging prominence of , a trend that gained traction post-event with platforms like EA's Origin launching in to facilitate direct sales and bypass retail dependencies. The conference's legacy also includes cautionary examples of presentation risks, such as Konami's notoriously awkward briefing—featuring disjointed developer segments and lackluster game reveals—which has since been cited as one of the worst in E3 history, illustrating how poor execution could undermine a publisher's visibility and credibility in a high-stakes environment. Overall, while the event did not produce immediate sales juggernauts beyond motion peripherals, it catalyzed discussions on accessibility in gaming and foreshadowed the fragmentation of dominance in favor of personalized digital engagement strategies.

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