SEGA: Would be 'ridiculous' not to be at E3

Believes the money spent would be better used elsewhere, however.

SEGA's Western boss Mike Hayes believes E3 is too important not to attend, but admits the costs associated with the event is high.

"E3 is something you have to do and we'll do it properly this year - and we are a proud member of the ESA so we'll get behind it," Hayes told CVG. "However, we are still slightly concerned about getting back into the 'arms race'. The costs of running E3 are still something we baulk at."

He added: "We know we have to do it as SEGA, and we have a ton of product to show. To not be there would be ridiculous. Could we spend that money more efficiently [on promoting games] to the consumer? The answer is probably yes. That's always the operator's frustration - but it goes for a lot of trade shows."

E3 will take place June 15-17.