Attendees wait for the opening of E3. About 40,000 people are expected to attend this year, up from 4,000 last year. (Kirk D. McKoy / Los Angeles Times)
Senior Vice President of EA Games Label Europe Patrick Soderlund promotes a racing game at the Entertainment Software Association (ESA) press conference leading up to opening day of the 2009 E3 Expo. (David McNew / Getty Images)
The Microsoft XBox 360 conference introduced the new video game “The Beatles: Rock Band.” (Kevork Djansezian / Getty Images)
Tennis star Pete Sampras, center, helps promote a Wii tennis game based on a match-up of Sampras and John McEnroe at Wimbledon at the Entertainment Software Association press conference. (Andrew Gombert / EPA)
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Soap actress Allison Sweeney and president of EA Sport Peter Moore promote a fitness game at the Entertainment Software Association (ESA) press conference. (David McNew / Getty Images)
A group of girls demonstrate how to play the Charm Girls Club games at the Entertainment Software Association (ESA) press conference. (David McNew / Getty Images)
Introducing the Star Wars The Old Republic game, characters wearing robes and wielding lightsabers take to the stage at the Entertainment Software Association (ESA) press conference. (Andrew Gombert / EPA)
