Scott at The Controller Online writes: "At a show like E3 the major players are always looking to be the one that stands out, even if they won’t admit it. Every year, in the spirit of this, everyone wants to talk about who “won” E3. Would it be Sony, Microsoft or Nintendo that makes the big reveal that blows us all way in their opening press briefing? The almost as important second question is who lost? This year, one company clearly distinguished itself and it may not have been the one you were expecting."