Sony has the advantage, but don't write Xbox One off yet

The waiting is nearly over. Later today the PlayStation 4 and Xbox One will go head-to-head for the first time, as both Sony and Microsoft pull out all the stops to make sure that their console is the one being talked about when the dust settles on E3 2013. Both platform holders have hosted huge reveal events prior to E3 to establish the brand and get people talking, but now the real business can finally start.

For many people, E3 is more about the razzmatazz and loud noises than it is about serving the hardcore gamer. Sure, there is usually a healthy amount of new hardware and games to get excited about, but there's also an unfortunate serving of PR-speak, useless buzzwords and Usher concerts to go along with it. This year should hopefully change a lot of that, as the PS4 and Xbox One are all anybody really cares about.

Those attending the much-hyped E3 conferences, and the millions that will watch live or at a later date using streams, want to know a small handful of details. How much will these new consoles cost? When will these consoles be available? What exclusive games does each console have? Whoever can answer these questions best will go a long way to establishing their machine as the number one pick at the end of the year.

The general feeling amongst the public is that Sony just has to not make any mistakes over the next week to come out on top. They got the PS4 announcement out of the way early, they showed off a lot of games that excited fans and they came with a clear strategy that meant all of the top executives responded to tough questions with the same answers. It was clear, concise and professional.

This is in stark contrast to the way Microsoft has clumsily bundled the Xbox One into the world. Purists bemoaned the emphasis on TV capabilities, while actual games were few and far between. Meanwhile, after the reveal there were contradictory messages coming from employees. Xbox One doesn't play used games. Xbox One does play used games but you need to pay a fee. Xbox One doesn't require a fee for used games. Xbox One doesn't have to be always-online. Xbox One still needs to connect to the internet once a day. We didn't know what to believe, and even now it's a headache trying to wrap your head around it.

However the games industry is a strange one indeed and 24 hours is enough for everything to change. Sony was smart in putting all DRM talk to the side as they pointed to what the PS4 can do, but it has to speak on such issues eventually. They might even be planning the same things as Microsoft, as every firm looks to maximise monetary gains to survive. A PS4 that requires a fee to play used games, that would make things interesting.

Likewise Microsoft could disregard the bad press in one fell swoop. Announce Halo 5 and Gears of War 4, while revealing some kind of Xbox Live Gold promotion that offers free games like the superb PlayStation Plus service, and maybe a subscription model Xbox One that requires small, monthly installments and let's see how many people are still complaining.

Whatever happens, excitement will be overflowing and gamers will be salivating for more. The first big battle in the PS4 and Xbox One console war will begin in a few hours, and maybe the big winner for 2013 will be decided as well.