Sony and Microsoft show off their new motion sensing controllers, and the 360's new Project Natal is making quite the buzz.
Nintendo, on the other hand, is creating its own buzz for the new vitality system of which no one is really sure what it's functions and capabilities are. Nintendo is also set to show off a new Zelda and Metroid game with motion control.
Likewise, the 360's Halo Reach is getting a lot of attention as the game will be the biggest software player for Microsoft this gaming season.
Sony is not left out of the picture, either, as it is going full steam at restarting the Medal of Honor franchise.
Normally, each company would be ready to show off its next gen console if tradition was anything to go by. However, it's software improvements that takes the show this year at E3.
Some exciting new games to look out for:
Call of Duty: Black Ops
Gears of War 3
Metal Gear Solid: Rising
Medal of Honor
Gran Turismo 5
The Force Unleashed II
Rock Band 3
Final Fantasy: 4 Heroes of Light
Dragon Quest IX
Star Wars: The Old Republic
Assassin's Creed: Brotherhood
E3 runs until the 17th, so there should be a lot more exciting news on the way soon!