Nintendo has confirmed that it will not hold a "large-scale presentation" at this year's E3 Expo. The pre-show press conference is traditionally the most over-hyped element of the event, and Nintendo's departure leaves Microsoft and Sony to stand alone.
The bombshell was dropped as part of this week's financial results briefing, from Satoru Iwata.
His presentation addressed the (somewhat obvious) realisation that investors want hard financial data, distribution partners want to know serious marketing information, but gamers simply want more games - without all that other stuff.
As a result, rather than trying to cram all three audiences into one event, Nintendo has decided to embrace alternative methods - like Nintendo Direct, a way of delivering messages "more appropriately and effectively".
As a brand new challenge, we are working to establish a new presentation style for E3.
First, we decided not to host a large-scale presentation targeted at everyone in the international audience where we announce new information as we did in the past.
Instead, at the E3 show this year, we are planning to host a few smaller events that are specifically focused on our software lineup for the U.S. market.
Last year, the traditional E3 press conference was supplemented by two additional videos focussing on upcoming Wii U and 3DS titles. This year, Iwata explains that the company is "continuing to investigate ways to deliver information about our games directly to our home audience around the time of E3" - so stay tuned.
I like video games and music and cups of tea and noodles and beagles and colour-cycling LEDs.
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