10 Most Shocking E3 Reveals EVER
5. Grand Theft Auto IV Is Coming To Xbox 360 With Timed Exclusive DLC (E3 2006)
Microsoft stunned the world at E3 2006, when company bigwig Peter Moore rolled up his arm to reveal a tattoo of Grand Theft Auto IV, confirming that the game would be launching on Xbox 360 the very same day as PS3, counter to industry expectations it would be a timed Sony exclusive.
As if that wasn't unexpected enough, Moore added that the Xbox 360 would receive exclusive GTA IV DLC - which would turn out to be The Lost and Damned and The Ballad of Gay Tony - long before other platforms.
It was impossible not to see this as a massive win for Microsoft and a considerable concession for the already-browbeaten Sony, and was the first of several lucrative AAA IP which followed suit.
Thankfully, timed console exclusivity for major AAA franchises is far less common these days.