Quote Originally Posted by MartaDemireux View Post
It wasn't during Sony's, SE had their own segment. It wasn't even the first XIV info, that was first released in '09 during Vanafest I believe, or was it TGS? I can't remember. They did mention some information during their pre-E3 conference but if my memory serves me, the real information came during interviews and CG displays after the doors opened. In fact I remember more information coming each day for the game over the length of the opened-doors time thanks to interviews.

I still maintain E3 doesn't begin until the doors open for the Expo. Today is pre-E3 conferences to get gamers pumped for the real deal.
Sony broke the news of XIV existing at their 09 show. But it was just a trailer. Basically it was their way to trump 360 announcing they were getting XIII.

As for when it "begins," I'd say today. A lot of news comes out of the big conferences.