E3 2008 was massive for Square Enix. They didn't announce any new games, or wow anyone with new trailers for their highly anticipated games. However, they did drop the bomb that Final Fantasy XIII would no longer be exclusive to the PlayStation 3, as it would also be appearing on the Xbox 360.
Since then, support for Square Enix has dropped considerably, and not just amongst loyal Sony supporters. Consistent rumours about Final Fantasy XIII delays and the game's production values, as well as other reports about the company have tarnished Square Enix's reputation in the West. What better place to try and rekindle the love affair than at the biggest trade shown in the world, E3.