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Microsoft obviously. Nintendo and Sony can hurt themselves by having a bad E3 but the damage won't be that significant. PS4 and Switch will continue to sell just fine. For MS, it looks like Xbox One is already coming close to the line when it will be on life support. If they fail this E3 sales can drop significantly to the point of no return. It will be hard to see how they will manage to continue with this console up to 2020-2021 as they intend in this case.