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Sony were the only company to show a major new game(s) that have never been revealed before. God of War III, MAG, DC Universe (apart from a few screens of DCU). Sony were the only company to announce a new big game which we didn't know about. It is kind of ironic, because everyone kept saying that Sony were the company that had shown all cards.

Microsoft had the biggest shock. 88 minutes of nothing special, then 2 minutes of pure gold. VGChartz (plus some other sites I think) died.

I would say it was pretty close as to who won it. Microsoft won it for shock factor. Sony won it for announcing new games.