The Electronics Entertainment Expo, or E3 for short, is the world's biggest video game trade show and is hosted every year to give industry watchers a look at what's on the horizon. As direct competitors in the console platform and software publishing spaces courting largely similar demographics, Microsoft (NASDAQ: MSFT) and Sony (NYSE: SNE) are often compared to each other.Putting on the best E3 conference isn't always a harbinger of overall success, but what's spotlighted at the trade show and how it's presented sometimes have a significant impact on the progression of the industry and each company's respective performance.