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Angelus said:
Makes sense really. Keighley is ambitious. The Game Awards are growing well under his watch, and if E3 continues to weaken, it creates more of an opening for him to expand, and turn his own event into the biggest in gaming.

Agreed. It also brings discussion and press like this. It'll be interesting how Game Awards go later this year and  who will show up to e3 next year if any changes are made... like being more open to the public.