Activision vs. Microsoft: A tale of two E3 spending binges

Ars Technica: "The best meetings at shows like E3 consist of quality time with the game being shown and a knowledgeable person who stays out of your way while playing but who can answer questions if they arise. For someone who wants to report on games, this is akin to bliss. At E3, of course, there is a temptation to spend, to create some sort of "experience" around a game with deafening sound, celebrity guests, and of course a show of some kind.

Both Microsoft and Activision decided to pull out their wallets and drop amazing amounts of money on their own "experiences" during E3... and one actually succeeded in doing what it set out to do."

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