Objectively speaking, there is no doubt in my mind that Sony "won", which is to say that they did themselves the most good coming out of E3.
First, the presentation itself. It was incredibly watchable. If you missed it, you can watch the whole thing the next day without much need to fast forward through cringe. There isn't a single awkward "Mindcraft segment". The pace was the best I've ever seen and kept people glued. I never, ever felt like I want to stop watching. That, by itself, is a win over most conferences.
Second, the sound. The orchestra made it feel meaningful and powerful rather than goofy. They kept the engagement level high. Great touch.
Third, the content. I'm definitely of the opinion that the content shown is going to sell people on buying a PS4. Not only was it exciting unto itself but a lot of it is going to have people buzzing for awhile, which was exactly the point. What's going to happen in God of War? What is Detroit all about? Kojima's new game, what does all that death signify? Will Spiderman actually be a good IP now?
Relative to the consumer, Sony's conference was a home run.
However, that's not to say Microsoft didn't do a good job. They did. They just ran into a buzzsaw that no one saw coming. People who like Microsoft games already are going to be drawn in by Microsoft's conference but I doubt they made up any ground against Sony.
Also, I've noticed a few Nintendo fans trying to go the downplay route of "all the Sony games look the same". Anyone else find that legitimately funny? Pots, kettles, all that? I don't know, but it made me honestly laugh.
