Both Sony and Microsoft are considering bespoke press conferences set weeks before E3 to reveal their new games consoles, a new report claims.
Rumours published in the February edition of Game Informer suggests that both companies are working on "special Apple-style press conferences" to be held near the time of the Game Developers Conference in March.
CVG sources have confirmed that the PlayStation 4 and Xbox 720 systems will be revealed before E3, though specific dates or events have not been finalised.
"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 Game Informer report.
"E3 in June may be the industry's biggest event, but both companies want to give their systems their own limelight," the piece adds.
Sony declined to comment on the rumour when approached by CVG.
Game Informer also predicts that PlayStation 4 will be released ahead of the next Xbox - which contradicts early analyst speculation which claims the opposite is true.
"Our checks suggest that next-generation console hardware will be largely built from 'off the shelf' high-end PC components, along with hybrid physical/digital distribution models, enhanced voice controls and motion sensing (Kinect integration with every Xbox), and broad multi-media capabilities," Sebastian added.
"The cost of production and retail price points should be lower than prior console launches."
Meanwhile, in a recent interview with the press, Sony Home Entertainment VP Hiroshi Sakamoto claimed that the PS4 would be revealed before E3.