20 Best Ever E3 Moments
7. Kevin Butler's Legendary Speech (2010)
During the PS3 era, Sony made extensive use of Kevin Butler, a fictional Sony executive played by Jerry Lambert, whose popularity in various marketing campaigns led to him making an unforgettable appearance at E3 2010.
In the middle of Sony's PlayStation Move presentation, Butler appeared out of nowhere to deliver a five-minute speech about the virtues of gaming - namely "staying up until 3am to earn a trophy that isn't real... but is."
At once a genuinely rousing rallying cry for gamers everywhere, to put their console war prejudices aside and just love gaming in all its forms, it was also punctuated with witty, self-deprecating humour, and shot home with Butler's outstanding delivery.
Skits have so easily fallen flat at E3 when the performer isn't confident, the audience doesn't care, or the material simply sucks, but in Butler's case it was a winning collision of all three elements working in perfect tandem.
If Sony ever dusted him off and brought him back, fans would be only too-glad to welcome him.