You can either be one of the major publishers, invite only selected journalists and spend 10 times more money despite a significantly smaller sized E3. Or you could just rent a place right in between the big players and invite everybody and their mother. That's kind of like the Gamecock Media Group did it, who wanted to be part of E3, without being officially part of it.

Gamecock describes itself as a „well financed, independent and artist driven“ company. Their anti-festival, called E.I.E.I.O, presented a couple of obscure titles, as well as the not-before-2009 game of Firefly Studios (Stronghold): Dungeon Hero. But the real highlight was the funeral service of the E3 – to criticize the „pompous and innovation starving“ gaming industry.

The happening consisted of several disguised Gamecock associates with black hats or umbrellas, some paid musicians, two folks on stilts and four sad looking beautiful models in sexy mourning dresses. Along with many journalists, who were given giant cucumbers, they marched along the beach of Santa Monica where quite a few spectators out of the freakshow experienced beach crowd asked what all of that was about.