Microsoft and Sony hail "rebirth" of E3

Microsoft corporate VP Shane Kim and new Sony European president and CEO Andrew House both agree that E3 is back baby and this year's conference was the good-old-days reborn.

"It's great to see it back," said Kim. "We're an entertainment business and we should act and talk like an entertainment business.

"We shouldn't go hide in a corner. I've been doing E3 for some time and I'm really excited to see all the excitement and energy and noise and all the people come back, because that's what we should represent.

"I feel very fortunate that we got to launch Project Natal this year, because in essence this is the rebirth of E3 and Natal is the perfect way to kick that off," he added.

"I think you get a singular opportunity to have the press and everybody else focus on our industry for a week in LA – one of the entertainment capitals of the world," echoed House.

"That's pretty priceless. As soon as you took emphasis away from that we lost an opportunity to reach the media and by extension broaden our appeal as an industry as a whole, so I'm very glad it's back.

"It's absolutely worth the collective investment we put into it."

Full thing including comments from Sega and Take-Two over at GI.