Yes, it's that time of year again. E3 may not be the blockbuster gaming event that it was just a few years back, but it still holds a lot of sway with game developers and publishers. How do we know this? All these damn stories about how a "secret" will be revealed at E3 statements that are being released by everyone, their mother, and the kid down the street. I don't know about you, but I'm sick of seeing them.

I'm of the mindset that if you want gamers to get excited about your product, tell them about it, don't tease them. I know, sounds like a hard concept to grasp right? Well, I hate to break it to the game makers and the gaming press, but if they can't figure that out they are stupid. Take this event from Blizzard that's been getting a ton of press lately. I don't know what your take on this might be, so I'll just give you mine. It's ice. From a company named Blizzard. No challenge there to figure out. If it is about a game then they need to spit it out instead of dragging it out. This what-ever-it-is image seems to be advancing day by day. To what? Honestly, at this point I really don't care.

Here's a good one from the fantastic folks at Microsoft courtesy of

European VP of strategic marketing for interactive entertainment at Microsoft EMEA David Gosen has told MCV that the platform holder will unveil some ‘fantastic surprises’ at E3 this year as it steps up its efforts in the mass market space.

"We’re always working on new things, and you'll continue to hear lots from us that we believe will be game-changing," he told MCV.

That's a pretty bold statement...About absolutely nothing. What is going to be "game-changing"? How about those "fantastic surprises" and "new things". Could it be an announcement featuring Halo Chronicles? I know, how about the theorized code-named Newton controller we've all heard about? My bet is on an announcement about a new hardware SKU or possibly a price cut. Then again it could be none of those things, and probably, nothing that any of us would give a damn about.

Sony most definitely is not immune to hyping themselves up either. The big talk with the Big S is all about Home and firmware update 2.40. As Sony's answer to Live and Achievements the question has to be asked: Will they be worth the wait, and the hype. The problem is that hype can (and frequently does) backfire, just reference the PS3's launch and first year. And there is always the risk that the next big thing that is getting plugged could actually end up being the next Ninjabread Man or some other load of crap.

This time of year has always been full of marketing garbage and shit talking, and I don't see it changing anytime in the near (or far) future. Game makers will always try to peddle their wares, but without telling us the details, how do they expect to sell it to us? I know everyone wants to make a big deal out of their hard work by manufacturing their announcement into a media event. My opinion: Give us the damn info and let us make up our own mind without the force feeding of crap to go with it.