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Listen up, game industry, the Electronic Entertainment Expo -- E3 to the kids -- is kind of a big deal. If you want your company to be a part of it, it's time to get on the ball, as the Expo has revealed that 90 percent of its floor space has already been booked. And seriously, like, everyone is going to be there when the show opens June 15. We're expecting some new Zelda, plenty of PlayStation Motion Controller and Natal talk and, of course, lots of new games. If that's the kind of company you want to keep, it's time to register. That goes for you retail and press types too, as attendee and media registration is now open as well.

Incidentally, Joystiq Publishing is currently soliciting sponsors for floor space. As a no-profit publisher -- it's not that we don't want profits, we just haven't made any yet -- we're looking for a forward-thinking, capital-heavy company to bring our MEGA E3 booth design to life. The current blueprint calls for six full stories of action-packed exhibition rooms, a pizzeria and a ball pit in the center courtyard. We're willing to compromise on the sixth floor (it's mostly Wii shovelware), but the ball pit is non-negotiable.

Bioware's Ray Muzyka has been spilling some Bio-beans over on Eurogamer today. In the public interview, he says that while there is both PDLC (the "P" stands for "Premium") being developed for Mass Effect 2 and expansion content planned for Dragon Age: Origins, most of the core team for the sci-fi series has already started working on the as-yet-unannounced Mass Effect 3. He does promise that there's been a vision from the beginning and that the vision has been tweaked and changed as the games are coming along, so hopefully the trilogy will lead to a worthwhile conclusion.

He also hints that there's lots more to see coming from Bioware -- Muzyka is working on both PS3 and 360 titles (some still secret) "across the studios I manage," and of course The Old Republic, which he describes as "KotOR 3, 4, 5, 6, 7, 8, 9 in one project," is in development as well. And at the very end of the interview, to a question about what we can expect at this year's E3, he only answers a cryptic, "Yes!" Maybe Muzyka should have been in charge of the dialog trees in Dragon Age; the game would have been a lot shorter.

[via NeoGAF]

The E3 Expo management has issued a survey to some attendees that includes some questions about adding a new conference segment to the proceedings. The questions attempt to gauge interest in having "a conference program covering multiple industry topics, including panel discussions with industry leaders, at future E3 Expo events."

Further questions narrow down potential topics, including "Interactive Entertainment Business trends," Game Development," "Game Career Development," and "New Product Demonstrations." Of course, querying attendees about this is by no means a confirmation that E3 will include panel discussions in the future, but it is an indication that the organizers are thinking about it. Adding what amounts to GDC-style content to the generally marketing-focused E3 would be a significant change in focus for the expo -- an event that just can't stop changing.

Joystiq's sister site WoW.com covers the most popular MMO ever, World of Warcraft, every day of every week. Want to know what's new in Azeroth? Here's our biggest stories from the last seven days.

News

• Upcoming mount changes
  Required levels for mounts are being lowered, as are the costs for each.
• Isle of Conquest details released
  Hot new deets on the game's upcoming battleground instance.
• Mountain Dew Battle-bots now live
  Mountain Dew released their promotional in-game items -- come and get 'em while they're... bot?
• New zeppelin and portals coming in Patch 3.2
  In addition to the mount updates, Blizzard is adding a new zep to ride and a portal straight to Outland. How convenient!
• Yogg Saron and Flame Leviathan nerfed tonight
  Two Ulduar bosses get hit with the nerf bat.

Features

• Guildwatch: He's really, really sorry
  Drama, downed, and recruiting news from around the realms.
• Ten things WoW players should know from E3
  Activision is bigger than ever, the MMO genre is widening, and wow, Star Wars: The Old Republic looks good.
• Addon Spotlight: Essential addons for raid leaders
  Our weekly column for UI addons examines some recommended installs for those leading raids.
• Popular scams and how to avoid them
  There are scams aplenty in Azeroth, so here's some tips on how to dodge them.
• WoW, Casually: Tips for leveling on a PvP realm
  Play on a player vs. player realm but don't want to die that often? Here's how to stay alive.

We got a chance to see Section 8 at E3 this year. Summing things up, our experience was pretty much in line with what we played at GDC earlier this year. So, let's just skip that and get to the news, shall we? Section 8 will be the very first Xbox 360 game to allow users to set up their own dedicated servers, according to producer Robert Siwiak.

Players will be able to download an application on their PC that will allow them to turn it into a dedicated server for the game. When playing on a dedicated server -- developer TimeGate will be hosting some as well, incidentally -- Section 8 will support multiplayer matches of up to 32 players. This a significant boost over the standard 16-player offered by regular servers. Sporting some very impressive sci-fi inspired gameplay bolstered by this extra online support, Section 8 is shaping up to be quite a game. Expect it to drop (from 15,000 feet) this fall.

You've read about it, you've seen pictures, but trust us when we say that seeing the PlayStation Motion Controller in action is believing. Embedded above is the full presentation of the motion controller taken from Sony's E3 press conference. You should watch it. Like right now.

Joystiq's third day in LA -- which was yesterday, incidentally -- was hectic. With loads of hands-on sessions, interviews, and more booth appointments than you can count, It's tiring and very, very stressful, but we do it for you. Today, let us walk you through your own personal tour of the West Hall. Enjoy Joystiq vs E3: Day 3.

Music: Fugitive Souls - "Frames"

The challenge in Splinter Cell games has always been about completing your objectives unseen. In Splinter Cell Conviction, Sam Fisher, now free from the Agency, basically abandons the whole idea of sneaking. Why hide when you can just shoot dudes? Sure, if there's a handy column or whatever to hide behind, okay, but it's not like Fisher seems overly concerned with being invisible.

Unless he's hiding at full speed down that hallway, or in that plate glass window.

Coming one day in advance of the announced May 30 reveal date, a new trailer for No More Heroes 2: Desperate Struggle has just captured the hell out of our attention. Yes, that is a random shot of a luchador as a backdrop for Suda 51's credit -- why not.

If you wanted to see more of the dual-sword moves shown in the Famitsu scans, well, here you go -- this video is loaded with shots of an older-looking Travis Touchdown swinging two Beam Katanas around. It also introduces the new assassin Nathan Copeland, who starts his fight with Travis by throwing ladies at him. Even with that weirdness, the tone of this trailer is much more serious than before -- though it ends in a very No More Heroes way.

If that's not enough for you, check Famitsu for new screens!

[Thanks, Mr Khan!]

Our old buddy Peter Moore doesn't spit fire as often as he used to now that he's at EA Sports. But that doesn't mean he won't bring it on occasion. Why look, just recently, Moore told MCV that he wanted E3 to reclaim its "strut and swagger" explaining "If there was ever a time when our industry needs to look confident and optimistic, it is now."

Moore was openly hostile to the expo last year, calling it "soulless." Whether or not this year's iteration will have enough soul for P-Moore will remain to be seen until next week.

With E3 coming up, and amazing and/or hilariously awkward conferences on the way (get your bingo cards ready!), Crispy Gamer's Kyle Orland offers a look back at the most memorable conference moments of E3's past.

Remember Reggie's first appearance, when he was trying to act like a tough guy for some reason? Remember when Rock Revolution revolted against its own presenter? Perhaps you've managed to forget Jamie Kennedy's stint as an Activision conference host. No doubt Jamie Kennedy has tried.

We're a bit surprised not to see Nintendo's 2008 conference represented. Orland took the high road and used some of the 10 slots for historically interesting press conference moments. We suppose there's quite enough talk online about that particular conference anyway.

David Jaffe will be roaming the halls at next week's E3. His mysterious new project, however, "absolutely" won't make an appearance. In fact, the Twisted Metal creator noted on his latest video blog that he's "not showing anything" at the big show.

Commented Jaffe, "Part of me would love to announce at E3, and so you walk into the Sony booth and bam -- there's our game." Next year, however, is another story. The Eat Sleep Play co-founder says that he "fully expects" the presumably car-heavy game to be on the show floor in 2010. Certainly no later than that.

GameDaily had a chat with ESA CEO Michael Gallagher as the industry gears up for E3 2009 in just two weeks' time. Much has been made of the show's return to grand form (i.e. not in a hanger) but Gallagher said not to expect the old E3. Surely Gallagher didn't mean we'll miss out on the giant booths, scantily clad models and generally overwhelming atmosphere of shows part -- you know, the glamour and sizzle ESA communications director Dan Hewitt previously confirmed.

"Last year we made some improvements based upon the input we received, but this show is not a return to the old E3," he said. "It is definitely much more reflective of the energy, excitement and creativity of our industry, but I wouldn't say it's our first 'big E3' or a return to the old one. It's a show based upon what the industry needs to project as an image of the excitement we have in the pipeline for the rest of the year. It's the right show; it's not a particular reference to any prior year."

As we've just learned today, the "right show" evidently includes little people running amok.

Target's always there for us when we want to buy goods and receive service that's one degree of quality improved over Walmart. At this year's E3, we'll be able to continue to rely on the retailer's not-as-sub-par-as-other-companies level of performance in its "Bullseye Lounge" in the LA Convention Center.

In addition to plenty of sure-to-be-red seating Target will be providing attendees with snacks from its Archer Farms line. We'd suggest the Black Pepper and Sea Salt Potato Chips, which are at lest two to three modica more enjoyable than Sam's Choice Kettle-Cooked Potato Chips. Enjoy.

[Via BD]