https://www.theverge.com/2018/6/10/17431792/microsoft-xbox-e3-press-conference-live-stream-start-time-schedule-2018 > Last year at E3, Microsoft unveiled the Xbox One X. Now, the console is out in the market and on discount for the first time since its November launch, so we can expect Microsoft to shift its E3 focus back to software. The company’s big press conference in Los Angeles every year is an opportunity to showcase new games in its established franchises, like Halo and Gears of War, and exclusive titles, which the Xbox has been desperately lacking lately. Microsoft’s E3 press conference kicks off at 1PM PT / 4PM ET on Sunday, June 10th. > Microsoft’s mission at E3 this year to get players excited to be on the Xbox platform and to convince those who’ve maybe been sitting on the fence regarding the most recent midcycle console hardware refresh to take the plunge. It’s never been easier or cheaper to get your hands on a quality 4K and HDR-ready set — like the new TCL 6-series Roku TV — and Microsoft can confidently say it has the most powerful and graphically capable console on the market to take advantage of a screen like that. What the Xbox platform needs now is more games.