4. Confused Celebrities

E3 is a massive media event, so companies will do whatever it takes to get in the spotlight to talk about their game. This includes the use of hollywood celebrities or sports stars, which is more and more common as more of them do voiceover or character work for licensed titles.

The sports guys are great -- most of them actually play the games. It's really trippy hearing them talk smack about how they whup on each other playing PS2 on the back of the team bus. But a lot of Hollywood types are like deer in the headlights at a gaming convention. Sometimes they barely know enough to talk about their own game. Half the time, being pulled along through a sea of lights and music by their publicist, they have no idea what's going on. It's like putting a person inside of a giant pinball game and wailing steel balls at them.