Revisiting Sony's Epic E3 2010 Press Conference: Kevin Butler Takes Center Stage in Stunning HD

Highlights

An HD remaster of Sony's iconic E3 2010 press conference featuring PlayStation 3 spokesperson Kevin Butler has been released.

Kevin Butler's humorous actions were adored by PlayStation gamers and played a crucial role in enhancing the popularity of the PS3 in competition with rivals such as the Wii and Xbox 360.

The future of E3 is currently uncertain due to recent cancellations and the increasing prevalence of individual livestream events hosted by game publishers. Reflecting on past E3 moments, such as Kevin Butler's memorable appearance in 2010, offers both a sense of nostalgia and valuable understanding of the gaming landscape a decade ago.

Sony’s E3 2010 press conference is now available in high-definition, bringing back memories of the unforgettable PlayStation 3 spokesperson, Kevin Butler. During the era of the seventh console generation, Sony enlisted actor Jerry Lambert to portray the fictional Vice President of practically everything, Kevin Butler, in order to promote their latest system. As part of their “It Does Everything” advertising campaign, Butler entertained gamers with his comedic answers to their questions about the PlayStation 3 and its extensive lineup of exclusive games, all while showcasing his impressive and outrageous abilities.

Kevin Butler quickly became a fan favorite among PlayStation players and played a significant role in the PS3's rivalry with the Nintendo Wii and Xbox 360. Unfortunately, Butler's tenure as the quirky face of the PS3 came to an end in winter 2011. In October 2012, Sony filed a lawsuit against Jerry Lambert and Bridgestone Tires, accusing them of plagiarizing the character in an advertisement featuring a Wii. Although Sony reached a settlement with Lambert in January of the following year, the repercussions of this legal dispute have made it highly unlikely for Kevin Butler to make a comeback, much to the disappointment of fans who adored his eccentric PS3 commercials.

The Noclip Game History Archive, a YouTube channel dedicated to gaming conferences and displays of the past, recently uploaded a high-definition version of Sony's E3 2010 press conference featuring Kevin Butler, who was at the peak of his time as the PS3's spokesperson. During the presentation, Butler delivered a memorable speech about gaming and promoted the PlayStation Move, Sony's response to the Wii at that time. Butler also appeared in pre-recorded advertisements for the Move and the PlayStation Portable.

Besides Butler and the PlayStation Move, this nostalgic Sony presentation also highlights other seemingly obsolete elements, as E3 itself has arguably declined in significance since 2010. Once the premier platform for upcoming video games, the annual Electronic Entertainment Expo has become less relevant after the COVID-19 pandemic, with various publishers now hosting their own livestream events such as Xbox Showcase and PlayStation State of Play. The planned 2022 and 2023 E3 shows were ultimately canceled, and it remains uncertain if the show will ever make a comeback.

The future of E3 is uncertain at the moment, but fans can still reminisce about the unforgettable moments from the past, such as Kevin Butler's memorable appearance at Sony's E3 2010 conference. Reflecting on this showcase from almost 13 years ago offers a fascinating glimpse into the gaming landscape of a decade ago and brings back nostalgic memories of the former Vice President who was closely associated with PlayStation.