Besides offering a chance to experience the full 360 release and the new areas the expansion pack brings, there is opportunity here for spirited cosplay, real life 'questing' (such as picking up litter from the beach for 'exp' points that can be traded for gil), exclusive merchandise that can be part paid for with garnered gil and a host of in-game competitions with sponsored prizes. Crucially, the weekend also provides a platform for the Japanese development team to release a flurry of new feature release details to hopefully knock some of the wind out of World of Warcraft's still gathering sails. Better to do it here in front of loyal subjects for whom the slightest evolution of their world order carries heavy implication than to a sweaty hall of disinterested E3 attendees.