Sony and Microsoft are preparing "special Apple-style press conferences" to reveal their next-generation consoles "near the Game Developers Conference in late March", a new Game Informer report has alleged.
The magazine suggests that both platform holders will reveal the hardware around GDC, which takes place in San Francisco between March 25-29, before showing off next-gen titles at E3.
"We hear that both Sony and Microsoft are targeting special Apple-style press conferences to unveil their platforms near the Game Developers Conference in late March," reads the report in the magazine's February 2013 issue.
"E3 in June may be the industry's biggest event, but both companies want to give their systems their own limelight.
"That doesn't mean E3 won't be without its surprises. Next-gen games will be announced at the convention in preparation for the systems' release at the end of the year."
The magazine also suggests that PlayStation 4, rumoured to be codenamed Orbis, may be targeting a release ahead of Microsoft's next-generation Xbox.
I personally can't see it happening. Hasn't Microsoft always gone for E3?