Games themselves are only part of the story at E3 , the video game industry’s yearly gala . To get a real sense of the carnival-like atmosphere at the show, you need to look beyond the carefully coordinated demos and presentations.

The E3 convention is often called a circus – but there are a lot more than three rings. With everything from celebrity cameos to multimillion-dollar booths to scantily dressed models, E3 is a constantly moving, nearly organic being. Capturing all of the show’s eccentricities is impossible, but here are a few snapshots of the video game industry’s annual party/trade show to give you a taste.

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