As we had reported previously, Ouya planned to put on their own show outside of E3, setting up in the parking lot across the street. This was obviously not o.k. with E3. I mean, if everyone started setting up in the parking lots around E3, then who would need to go to E3? So they decided to rent out the spaces in front of the Ouya set up this morning and park semi-trucks in front, blocking them.
Not to be outdone, Ouya then rented the spaces in front of the trucks and put up Ouya banners. With the semi-truck thing not working, E3 turned to the police. But after checking and making sure his permits were all in order, the police let him carry on.
Despite every gaming journalist in the world at E3 right now, including myself, IGN got the drop on the story, speaking with Julie Uhrman, founder of Ouya, about the incident. Urhman felt Ouya has been unfairly targeted due to attempting to go around the Entertainment Software Association (the folks who own and operate E3) and do E3 on its own terms. They plan to increase their street team on day two, to stir up more attention and has said, “If ten more trucks show up, we’ll come up with another idea. I have a few up my sleeve.”