Following news this morning GDC 2010 will see no major console manufacturer keynote, event boss Meggan Scavio has said we're now going to see a "shift" away from "announcing things" at the San Franciscan show.
"I've taken a bit of a shift when it comes to programming keynotes - I really want to focus on developers, and I want to have a developer onstage at GDC every year as a way of showcasing what the conference is about," she told GI.
"It's not about making news, it's not about announcing things - it's about making better games, and I kind of want to... not really turn them into icons, but I want to recognise the talent of the developers out there."
Scavio said that the place for headlines to be made is E3.
It emerged this morning there is to be no main hardware manufacturer keynote at GDC this year, with Sid Meier's Friday speech the show's biggest in-house event.
GDC has seen some major hardware keynotes in recent years, including Sony's Home and LittleBigPlanet reveals, Microsoft's Gears of War 2 announcement and a first look at Zelda: Spirit Tracks last year.
GDC 2010 runs from March 9-13, again at San Francisco's Moscone Center.