The games industry is only getting 'half a show' at E3 this year due to only the 'opening act' of the next-gen cycle turning up in LA.
That's according to EA Labels president Frank Gibeau, who told CVG at E3 that the reason impressive third-party line-ups like its own are receiving most of the spotlight is thanks to a next-gen console no-show.
Asked why third-parties have garnered the most attention at this year's E3, Gibeau explained:
"It's fairly natural, like with the PS2 to PS3 transition, and PSOne to PS2, that year before the big change. And the Wii U is really just the first opening act of the next-gen cycle shift.
"You're only really getting half a show this year. You're getting Wii U but you're not getting the other half of the story so it's a bit awkward.
"Within that context I think a lot of the third parties definitely stand out and command more of the spotlight because it's a clear and more broad-based message."
The always affable exec was keen to stress that despite an impending next-gen strike, the PS3 and Xbox 360 "aren't going away". "They're going to do really nice business and there are tens of millions of customers playing these things," he said.
But according to Gibeau, EA "didn't think it was the right time" to show off its own next-gen titles at this year's show.
"It's better to show something of substance. Gamers are smart and they'll figure out if what you're showing is a pre-rendered movie, they'll be able to diagnose and pick it apart.
"That's one of the things we did last year with the Battlefield 3 trailer - we very consciously put out a 14 minute sequence of gameplay."