We are ushered into a darkened room to the tune of upbeat benign hipster music. The Live names of the attendees are scrolling by the screen, which they made us hand in when we registered for the conference. It's clear from the outset that Kinect integration is the main emphasis for Microsoft, as there's an excess of non-exclusive titles, possibly to detract from their lack of large-name exclusives this year.

The briefing kicked off with a Call of Duty Modern Warfare 3 demo, at first showcasing extensive under-water sequences. These were angled more towards the theatrical, and were more akin to the Black Ops in-game cinematics. There's more focus here however, as they appear shorter and more integrated into the action providing a less jarring outlook than its predecessors.

The vistas of a destroyed city and boats under combat were impressive. A little "please reconnect controller" gag broke up the action. Towards the end of the conference, it was noted that the Call of Duty DLC will arrive first on the 360.