E3 2018 has now officially started. This fact is almost completely lost on those who have been working on it and watching it and creating disparate reams of #content on it, who have been processing announcements and livestreams that began last week. The harsh reality of the 21st century is that E3, like Black Friday and Brexit, can no longer be bound by the rules of time and will continue until morale and revenue improves.
As usual, opening was marked by a Nintendo happening, the scale of which has dwindled in recent years from full-bore conference to pre-prepared video, and this year hit its lowest ebb for a while with a performance that was light on wit, heavy on Smash Brothers, and yet which contained possibly the most significant release of the week in the form of Fortnite, which went live on Switch following the conference.
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