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They're taking the same approach as they have with TGS : a media event before the show to steal the spotlight. It's sure they lose a great deal of influence without being on the same footing than Sony/MS, but ultimately it's what will be shown that determines if they can still keep up. If they come with great content, they can keep a strong presence among in the news and in people's mind. If they don't have the megatons to counter PS4/Nextbox, they're out however big their presentation is.