https://www.theguardian.com/games/2018/jul/23/e3-playstation-sony-e3-simon-rutter-interview

At this year’s expo, the games giant ditched flashy promotional press conferences for elaborate film sets. PlayStation’s EU boss Simon Rutter believes the approach will pay dividends

Last month’s E3 video game expo was a strange one for PlayStation. Traditionally, video games’ biggest companies use the annual Los Angeles conference as an opportunity to bombard attendees and fans watching online with new games. For rival consoles Xbox and PlayStation, ostentatious showcase press events are especially important and competitive: once a customer chooses between the two, they are likely to play on that console for years to come.