With the next Electronic Entertainment Expo (a.k.a. E3 2017) rapidly headed our way, now is as good a time as ever to look back over those classic moments from the live shows that became internet legends.
Either odd gaffes, mishaps, try-too-hard elements or company representatives doing their best to make jokes at their own expense: all of those and more can qualify a company or person for this list.
Because after all, what good's a hugely popular, 'eyes of the world are watching' show, if there aren't a few whiffs along the way?
The best E3 moments are those which spawned memes that twisted the original meaning into a whole new joke for internet forums and social networks to lap up and share. And it doesn't seem to matter if you're a hardware giant like Sony, Microsoft and Nintendo, a software developer or publisher; everyone is liable to slip up every now and again.
10. E3 2015 Ubisoft - Assassin's Creed Syndicate
Ubisoft have been accused of a great deal over the years. Re-using the same icon-strewn map system from game-to-game; having HUDs that make games too easy and generally making things too straightforward for gamers who are looking for a challenge.
During the 2015 interview between Aisha Tyler and an Assassin's Creed cosplayer however, the script was anything but easy. The clip tried to blend the contemporary with the historical - and Tyler straight up asks the super fan to create a meme on the spot whilst suggesting the rather absurd: "Guys with Rickets are hot?"
Needless to say, the moment didn't go down well and even Tyler exits the seat quite rapidly with a long "Uhhhh..." as if to signal to her employers: "What in the hell do I say next?!"