Microsoft plans to approach this year's E3 a little differently to previous years, marketing director Aaron Greenberg has teased, telling fans to "expect a lot of surprises" from this year's show.
"We love E3," Greenberg told The Inner Circle Podcast. "It's a fantastic time for us to get to engage with our fans and we save a lot of big news for E3. We think our fans want that. We always debate how much do you want to reveal before E3, and how much do you really want to create this special moment in time?
"It's the Super Bowl of gaming, right? We all tune in and watch and a lot of people go, and it's an amazing gamefest and it's one of the biggest beats of the year for us. So we're thinking about E3 that way just like we do every year.
"Expect a lot of surprises," he continued, "expect us to talk a lot about games. And if you're an Xbox owner I think you're going to leave really, really, really happy in the investment you made, and if you're undecided I hope that you will look at what we deliver on games and want to buy an Xbox....
"We feel really good about E3 this year. We have some ideas to do some things different at E3 that we haven't done before. Wait until we're ready to fully share that but I think we're going to take a little bit of a different approach to E3 this year, but I feel really good about it, it's going to be really exciting."
Greenberg points to Xbox boss Phil Spencer for helping the team ramp up its ambition for this year's show.
"He's been a great partner and a great supporter," Greenberg continued. "A lot of folks just like to do the same thing every year. We want to take whatever we've done before and step it up multiple steps. That's our aspiration and I think you'll see that hopefully from us this year. And we love our fans. How can we engage our fans in ways and share what we're doing at E3 with them? E3's an industry show that's primarily for media, and we love engaging the media, those guys have been good to us too, but how can we also engage with fans? I think we're going to do some interesting things there."
E3 kicks off in LA on June 16, although Microsoft has yet to confirm when - or indeed if - it'll be hosting its press conference.
Source: The Inner Circle Special: Games, Marketing & Xbox talk w/ Aaron Greenberg