But it's also true you'll enjoy the spectacular side of the event - in the business area were press mix with developers and publishers, cold booths with plain walls and no statues, music, scenes or cosplayers await journalists for near-clinical "behind closed doors" video game presentations.
Of course, there are a few exceptions to this rule. This year, one of them was Skylanders Giants, which, confirming its status as an important brand for Activision - and even overshadowing the likes of Black Ops 2 or Star Wars 1313 for booth space - welcomed us with this eye-catching setup:
With those inviting log-stools, the comfortable artificial turf and the lemon and orange ice lolly walls welcoming us, we wandered in to learn the news about the Skylanders phenomenon for this year. Besides, we didn't want to piss off the titanic Giant who guarded the area by skipping the presentation...
During that presentation, Noah Kircher-Allen, product specialist, shared Toys for Bob and Activision's current strategy for repeating last year's Christmas success. It's not just trying to sell new figurines so kids want to collect them all once again, but also trying to improve a gameplay experience that looks incomplete in retrospective.
But let's don't forget that these new characters are the core of the new features. Eight enormous monsters join the roster of Skylanders that kids already knew. Both in the videogame and in its plastic toy form, they're more than twice the size of standard Skylanders. Following game's basic rules, each of the Giants belongs to one of the elemental character classes.