Electronic Entertainment Expo 2010
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The Electronic Entertainment Expo 2010 (E3 2010) was the 16th E3 held. The event took place at the
Los Angeles Convention Center The Los Angeles Convention Center is a convention center in the southwest section of downtown Los Angeles. It hosts multiple annual conventions and has often been used as a filming location in TV shows and movies. History The convention center, ...
in
Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...
,
California California is a U.S. state, state in the Western United States, located along the West Coast of the United States, Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the List of states and territori ...
. 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 PlayStation Home was a virtual 3D social networking, social gaming platform developed by Sony Computer Entertainment's London Studio for the PlayStation 3 (PS3) on the PlayStation Network (PSN). It was accessible from the PS3's XrossMediaBar (XM ...
.


Layout

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

Sony Computer Entertainment Sony Interactive Entertainment (SIE), formerly known as Sony Computer Entertainment (SCE), is a multinational video game and digital entertainment company wholly owned by multinational conglomerate Sony. The SIE Group is made up of two legal co ...
and
Nintendo is a Japanese Multinational corporation, multinational video game company headquartered in Kyoto, Japan. It develops video games and video game consoles. Nintendo was founded in 1889 as by craftsman Fusajiro Yamauchi and originally produce ...
had booths that were directly opposite of each other. Other notable developers and publishers located on this floor were
Atlus is a Japanese video game developer, publisher, arcade manufacturer and distribution company based in Tokyo. A subsidiary of Sega, the company is known for video game series such as ''Megami Tensei'', ''Persona'', ''Etrian Odyssey'' and ''Trau ...
,
Atari Atari () is a brand name that has been owned by several entities since its inception in 1972. It is currently owned by French publisher Atari SA through a subsidiary named Atari Interactive. The original Atari, Inc. (1972–1992), Atari, Inc., ...
, Bethesda,
Sony Online Entertainment Daybreak Game Company LLC is an American video game developer based in San Diego. The company was founded in December 1997 as Sony Online Entertainment, a subsidiary of Sony Computer Entertainment, but was spun off to an independent investor in ...
, and
Capcom is a Japanese video game developer and video game publisher, publisher. It has created a number of List of best-selling video game franchises, multi-million-selling game franchises, with its most commercially successful being ''Resident Evil' ...
.


South Hall

The hall has three types of booths: large, medium and small. The large booths were occupied by
Square Enix is a Japanese Multinational corporation, multinational holding company, production enterprise and entertainment conglomerate, best known for its ''Final Fantasy'', ''Dragon Quest'', ''Star Ocean'' and ''Kingdom Hearts'' role-playing video game ...
,
MTV Games MTV (Originally an initialism of Music Television) is an American cable channel that launched on August 1, 1981. Based in New York City, it serves as the flagship property of the MTV Entertainment Group, part of Paramount Media Networks, a di ...
,
Microsoft Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washing ...
,
Ubisoft Ubisoft Entertainment SA (; ; formerly Ubi Soft Entertainment SA) is a French video game publisher headquartered in Saint-Mandé with development studios across the world. Its video game franchises include '' Assassin's Creed'', ''Far Cry'', '' ...
,
Disney Interactive Studios Disney Interactive Studios, Inc. was an American video game developer and publisher owned by The Walt Disney Company through Disney Interactive. Prior to its closure in 2016, it developed and distributed multi-platform video games and interac ...
, and
Electronic Arts Electronic Arts Inc. (EA) is an American video game company headquartered in Redwood City, California. Founded in May 1982 by Apple employee Trip Hawkins, the company was a pioneer of the early home computer game industry and promoted the d ...
. The medium booths were occupied by
Sega is a Japanese multinational corporation, multinational video game and entertainment company headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are headquartered in Irvine, California and London, r ...
,
Konami , is a Japanese Multinational corporation, multinational video game company, video game and entertainment company headquartered in Chūō, Tokyo, Chūō, Tokyo, it also produces and distributes trading cards, anime, tokusatsu, pachinko machin ...
,
THQ THQ Inc. was an American video game company based in Agoura Hills, California. It was founded in April 1990 by Jack Friedman, originally in Calabasas, and became a public company the following year through a reverse merger takeover. Initi ...
,
Warner Bros. Interactive Warner Bros. Games (formerly Warner Bros. Interactive Entertainment) is an American video game publisher based in Burbank, California, and part of the Warner Bros. Discovery Global Streaming & Interactive Entertainment, Global Streaming and In ...
, and
Take-Two Interactive Take-Two Interactive Software, Inc. is an American video game holding company based in New York City and founded by Ryan Brant in September 1993. The company owns two major publishing labels, Rockstar Games and 2K, which operate internal g ...
. The small booths were occupied by
Namco Bandai is a Japanese multinational video game publisher headquartered in Minato-ku, Tokyo. Its international branches, Bandai Namco Entertainment America and Bandai Namco Entertainment Europe, are respectively headquartered in Irvine, California and ...
and
Tecmo Koei is a Japanese video game, amusement and anime holding company created in 2009 by the merger of Koei and Tecmo. Koei Tecmo Holdings owns several companies, the biggest one of those being its flagship game developer and publisher Koei Tecmo Games ...
.


List of featured games

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


Notable exhibitors list

The list of notable exhibitors, including
Atari Atari () is a brand name that has been owned by several entities since its inception in 1972. It is currently owned by French publisher Atari SA through a subsidiary named Atari Interactive. The original Atari, Inc. (1972–1992), Atari, Inc., ...
who returned after pulling out of
E3 2009 The Electronic Entertainment Expo 2009 (E3 2009) was the 15th E3 held. The event took place at the Los Angeles Convention Center in Los Angeles, California. It began on June 2, 2009, and ended on June 4, 2009, with 41,000 total attendees. Majo ...
at the last minute:


Press conferences


Microsoft

Microsoft held its press conference on June 14. Phil Spencer, vice president of
Microsoft Studios Xbox Game Studios (previously known as Microsoft Studios, Microsoft Game Studios, and Microsoft Games) is an American video game publisher and part of the Microsoft Gaming division based in Redmond, Washington. It was established in March 2000, ...
, hosted the event for
Kinect Kinect is a line of motion sensing input devices produced by Microsoft and first released in 2010. The devices generally contain RGB cameras, and infrared projectors and detectors that map depth through either structured light or time of flig ...
, and
Hideo Kojima is a Japanese video game designer, director, producer and writer. He is regarded as an auteur of video games. He developed a strong passion for action/adventure cinema and literature during his childhood and adolescence. In 1986, he was hired ...
was a notable speaker.


Electronic Arts

Electronic Arts' press conference took place on June 14. Chief Executive Officer,
John Riccitiello John Riccitiello () is an American business executive who is chief executive officer (CEO) of Unity Technologies. Previously, he served as CEO, chief operating officer and president of Electronic Arts, and co-founded private equity firm Elevat ...
, has billed E3 2010 as being the "Biggest and Best Ever
3 Expo 3 (three) is a number, numeral and digit. It is the natural number following 2 and preceding 4, and is the smallest odd prime number and the only prime preceding a square number. It has religious or cultural significance in many societie ...
. 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".


Ubisoft

Ubisoft Ubisoft Entertainment SA (; ; formerly Ubi Soft Entertainment SA) is a French video game publisher headquartered in Saint-Mandé with development studios across the world. Its video game franchises include '' Assassin's Creed'', ''Far Cry'', '' ...
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

Nintendo held its conference on June 15.
Shigeru Miyamoto is a Japanese video game designer, producer and game director at Nintendo, where he serves as one of its representative directors. Widely regarded as one of the most accomplished and influential designers in the history of video games, he is ...
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 Warren Evan Spector (born October 2, 1955) is an American role-playing and video game designer, director, writer, producer and production designer. He is known for creating immersive sim games, which give players a wide variety of choices in how ...
, who went into detail about the upcoming game ''
Epic Mickey ''Epic Mickey'' is a 2010 platform game for the Wii developed by Junction Point Studios and published by Disney Interactive Studios, except in Japan, where it was published by Nintendo. The game focuses on Mickey Mouse, who accidentally damag ...
''.
Satoru Iwata was a Japanese businessman, video game programmer, video game designer, and producer. He was the fourth President (corporate title), president and chief executive officer (CEO) of Nintendo from 2002 until his death in 2015. He was a major contr ...
unveiled the upcoming
Nintendo 3DS The is a handheld game console produced by Nintendo. It was announced in March 2010 and unveiled at E3 2010 as the successor to the Nintendo DS. The system features backward compatibility with Nintendo DS video games. As an eighth-generatio ...
handheld system and allowed those in attendance to try it out.


Sony

Sony held its conference on June 15. The conference opened up, with
Kaz Hirai is a Japanese businessman. He is best known as the former chairman of Sony Corporation, serving from April 2018 to June 2019, as well as president and CEO from April 2012 to April 2018. He also served as a board member of Sony Computer Entertain ...
talking about 3D, and Herman Hulst demoing ''
Killzone 3 ''Killzone 3'' is a 2011 first-person shooter video game for the PlayStation 3, developed by Guerrilla Games and published by Sony Computer Entertainment. It is the fourth installment in the ''Killzone'' series, the first game in the series to ...
''. Sony also announced its plans to advertise ''
PlayStation Move is a motion game controller developed by Sony Interactive Entertainment. Initially released in 2010 for use with the PlayStation 3 home video game console, its compatibility was later expanded to its successor, the PlayStation 4 in 2013, its Pla ...
'' starting with a partnership with ''
Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...
''. They also announced plans to start ''
PlayStation Plus PlayStation Network (PSN) is a digital media entertainment service provided by Sony Interactive Entertainment. Launched in November 2006, PSN was originally conceived for the PlayStation video game consoles, but soon extended to encompass smartp ...
''. ''
LittleBigPlanet 2 ''LittleBigPlanet 2'' is a puzzle-platform game that features user-generated content. The game is developed by Media Molecule, published by Sony Computer Entertainment for PlayStation 3. It was released in January 2011. The game was released in ...
'', ''
Dead Space 2 ''Dead Space 2'' is a 2011 survival horror game developed by Visceral Games and published by Electronic Arts. It was released for PlayStation 3, Windows, and Xbox 360 in January. The second mainline entry in the ''Dead Space (franchise), Dead Spa ...
'', and ''
Tiger Woods PGA Tour 10 ''Tiger Woods PGA Tour 10'' is a sports video game developed by EA Tiburon for the PlayStation 3, Wii and Xbox 360 versions and HB Studios for the PlayStation 2 and PlayStation Portable versions and published by EA Sports for PlayStation 2, P ...
'' were demoed. Other games shown include ''
Infamous 2 ''Infamous 2'' (stylized as ''inFAMOUS 2'') is an action-adventure video game developed by Sucker Punch Productions and published by Sony Computer Entertainment for PlayStation 3 video game console. It is a sequel to the 2009 video game '' Infa ...
'', ''
Medal of Honor The Medal of Honor (MOH) is the United States Armed Forces' highest military decoration and is awarded to recognize American soldiers, sailors, marines, airmen, guardians and coast guardsmen who have distinguished themselves by acts of valor. ...
'', '' God of War: Ghost of Sparta'', and ''
Portal 2 ''Portal 2'' is a 2011 puzzle-platform video game developed by Valve Corporation, Valve for Windows, Mac OS X, Linux, PlayStation 3, and Xbox 360. The digital PC version is distributed online by Valve's Steam (service), Steam service, while al ...
''. The show closed with a teaser trailer, and demo for an upcoming ''
Twisted Metal ''Twisted Metal'' is a series of vehicular combat video games published by Sony Computer Entertainment, and developed by various companies. The series has appeared on the PlayStation, PlayStation 2, PlayStation Portable and PlayStation 3. As o ...
'' game.


Konami

Konami's press conference was held on June 16. The conference stood out with its numerous ill-received stunts and performances. In
GameTrailers ''GameTrailers'' (''GT'') was an American video gaming website created by Geoffrey R. Grotz and Brandon Jones in 2002. The website specialized in multimedia content, including trailers and gameplay footage of upcoming and recently released v ...
'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".


Notable appearances


Hideo Kojima

Hideo Kojima is a Japanese video game designer, director, producer and writer. He is regarded as an auteur of video games. He developed a strong passion for action/adventure cinema and literature during his childhood and adolescence. In 1986, he was hired ...
, creator of the ''Metal Gear Solid'' series, made an appearance at Microsoft's press conference. Prior to that he attended the third annual
PlayStation.Blog is a video gaming brand that consists of five home video game consoles, two handhelds, a media center, and a smartphone, as well as an online service and multiple magazines. The brand is produced by Sony Interactive Entertainment, a divis ...
E3 Meetup and gave away free bundles of '' Metal Gear Solid: Peace Walker''.


Tetsuya Nomura

Tetsuya Nomura is a Japanese video game artist, designer and director working for Square Enix (formerly Square). He designed characters for the ''Final Fantasy'' series, debuting with ''Final Fantasy VI'' and continuing with various later installments. Addit ...
, director of ''
Final Fantasy XV is an action role-playing game developed and published by Square Enix. The fifteenth main installment of the ''Final Fantasy'' series, it was released for the PlayStation 4 and Xbox One in 2016, Microsoft Windows in 2018, and as a launch title ...
'' (then known as ''Versus XIII'') and series director of ''
Kingdom Hearts is a series of action role-playing games developed and published by Square Enix (originally by Square (video game company), Square). It is a collaboration between Square Enix and The Walt Disney Company and is under the leadership of Tetsuya ...
'', made an appearance at E3. In addition he is met with
Square Enix is a Japanese Multinational corporation, multinational holding company, production enterprise and entertainment conglomerate, best known for its ''Final Fantasy'', ''Dragon Quest'', ''Star Ocean'' and ''Kingdom Hearts'' role-playing video game ...
'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 Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
account.


Other notable appearances

Japanese game developers
Hideki Kamiya is a Japanese video game designer and director who is the vice-president of PlatinumGames. He began his career in 1994 with Capcom, where he directed '' Resident Evil 2'' (1998), ''Devil May Cry'' (2001), '' Viewtiful Joe'' (2003), and ''Ō ...
,
Yuji Naka , credited in some games as YU2, is a Japanese video game programmer, video game designer, designer and video game producer, producer. He is the former head of the Sega studio Sonic Team, where he was the lead programmer of the original ''Sonic t ...
,
Suda51 , known by his alias Suda51, is a Japanese video game designer, video game writer, writer and director. Affiliated with Human Entertainment from 1994 to 1998, he founded Grasshopper Manufacture in 1998 with a number of other Human Entertainment st ...
, and
Shinji Mikami is a Japanese video game designer, director, and producer. Starting his career at Capcom in 1990, he has worked on many of the company's most successful games. He directed the first installment of the ''Resident Evil'' series in 1996 and the f ...
all went to E3 2010. While American game director
David Jaffe David Scott Jaffe (born April 13, 1971) is an American video game designer best known for creating the ''Twisted Metal'' and ''God of War'' series. Biography Jaffe is originally from Birmingham, Alabama and currently resides in San Diego, Cali ...
, head of
Eat Sleep Play Eat Sleep Play, Inc. was an American video game developer, formed in 2007 by Scott Campbell and David Jaffe, director of the ''Twisted Metal'' series and '' God of War''. Eat Sleep Play entered into an exclusive platform deal with Sony requiring ...
, was also in attendance. Olympian
Shaun White Shaun Roger White (born September 3, 1986) is an American former professional snowboarder and skateboarder. He is a five-time Olympian and a three-time Olympic gold medalist in half-pipe snowboarding. He holds the world record for the most X G ...
made an appearance at Ubisoft's press conference to promote the game
Shaun White Skateboarding ''Shaun White Skateboarding'' is a sports video game developed by Ubisoft Montreal and published by Ubisoft for Microsoft Windows, PlayStation 3, Wii and Xbox 360. It is a spin-off of the ''Shaun White Snowboarding'' duology. Reception The g ...


Pre-E3 hype


Valve

Valve A valve is a device or natural object that regulates, directs or controls the flow of a fluid (gases, liquids, fluidized solids, or slurries) by opening, closing, or partially obstructing various passageways. Valves are technically fittings ...
claimed that they were going to be unveiling a "surprise" at E3 2010; they were originally set to hold an event regarding ''
Portal 2 ''Portal 2'' is a 2011 puzzle-platform video game developed by Valve Corporation, Valve for Windows, Mac OS X, Linux, PlayStation 3, and Xbox 360. The digital PC version is distributed online by Valve's Steam (service), Steam service, while al ...
'' on June 14, 2010. The Portal 2 event was cancelled on June 1, 2010, with the "surprise" as its replacement. 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

Square Enix is a Japanese Multinational corporation, multinational holding company, production enterprise and entertainment conglomerate, best known for its ''Final Fantasy'', ''Dragon Quest'', ''Star Ocean'' and ''Kingdom Hearts'' role-playing video game ...
claimed that they were going to be unveiling a new title in the ''
Kingdom Hearts is a series of action role-playing games developed and published by Square Enix (originally by Square (video game company), Square). It is a collaboration between Square Enix and The Walt Disney Company and is under the leadership of Tetsuya ...
'' series; this was revealed by series director
Tetsuya Nomura is a Japanese video game artist, designer and director working for Square Enix (formerly Square). He designed characters for the ''Final Fantasy'' series, debuting with ''Final Fantasy VI'' and continuing with various later installments. Addit ...
in an interview with ''
Game Informer ''Game Informer'' (''GI'', most often stylized ''gameinformer'' from the 2010s onward) is an American monthly video game magazine featuring articles, news, strategy, and reviews of video games and associated consoles. It debuted in August 1991 w ...
''. This was revealed to be ''
Kingdom Hearts 3D ''Kingdom Hearts 3D: Dream Drop Distance'' is an Action role-playing game, action role-playing video game developed and published by Square Enix for the Nintendo 3DS, revealed at Electronic Entertainment Expo 2010, E3 2010. The game is the seve ...
''.


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 ''Kotaku'' is a video game website and blog that was originally launched in 2004 as part of the Gawker Media network. Notable former contributors to the site include Luke Smith, Cecilia D'Anastasio, Tim Rogers, and Jason Schreier. History ...
,
Joystiq ''Joystiq'' was a video gaming blog founded in June 2004 as part of the Weblogs, Inc. family of weblogs, now owned by AOL. It was AOL's primary video game blog, with sister blogs dealing with MMORPG gaming in general and the popular MMORPG ''W ...
,
GameSpot ''GameSpot'' is an American video gaming website that provides news, reviews, previews, downloads, and other information on video games. The site was launched on May 1, 1996, created by Pete Deemer, Vince Broady and Jon Epstein. In addition ...
,
IGN ''IGN'' (formerly ''Imagine Games Network'') is an American video game and entertainment media website operated by IGN Entertainment Inc., a subsidiary of Ziff Davis, Inc. The company's headquarters is located in San Francisco's SoMa distri ...
and
GameTrailers ''GameTrailers'' (''GT'') was an American video gaming website created by Geoffrey R. Grotz and Brandon Jones in 2002. The website specialized in multimedia content, including trailers and gameplay footage of upcoming and recently released v ...
. Each year they award games showcased at E3 with various titles, they are also officially recognized by the
Entertainment Software Association The Entertainment Software Association (ESA) is the trade association of the video game industry in the United States. It was formed in April 1994 as the Interactive Digital Software Association (IDSA) and renamed on July 21, 2003. It is based in ...
, the organizer of E3.


References

{{Electronic Entertainment Expo 2010 in Los Angeles 2010 in video gaming
2010 File:2010 Events Collage New.png, From top left, clockwise: The 2010 Chile earthquake was one of the strongest recorded in history; The Eruption of Eyjafjallajökull in Iceland disrupts air travel in Europe; A scene from the opening ceremony of ...
June 2010 events in the United States