While GDC boss Meggan Scavio may think GDC isn't "about announcing things," Sony's Worldwide Studios Europe VP Michael Denny begs to differ.
Sony fully lifted the lid of PlayStation Move at the show earlier this week, putting a name on the controller and announcing games, a loose price point and bundling options. The show was the "right" place to go public with the system, Denny told Eurogamer.
"It's just a very exciting time to show it off," said the exec.
"The time felt right to announce something new at GDC. We've already released a lot of content this year, there's a lot to come, we've got a lot of announcements to come at E3 as well.
"With it launching later in the year we thought it was important to explain to people where we're going with it. The software's in a good state to put in people's hands."
Denny promised that E3 would bring a lot more.
"In terms of announcements generally in relation to PlayStation platforms and particularly games that are coming later in the year, absolutely," he said when asked if we can expect big shots from the LA show this summer.
"Very exciting announcements, I'm sure."
Move has been GDC's major story this year. You can get all the details on the magic wand, which is due later this year, here.