"mischievous, slightly naughty" seemed like a theme at some conferences this year.
UbiSoft had Aisha Tyler wearing a shirt that said "#girlwood" and had her yell "The games are at the booth, you know what to do, now go do that shit!" at the end of it. Then there was the Killer Instinct demo and it's "edgy" inferences. Sony took direct shots at MS. etc.
It was like a carefully planned, PR vetted way to look naughty, but most of this stuff just came off as awkward, aside from Sony since there was practical value in their brashness.
This comes from a PDF file Sony Computer Entertainment Europe sent out. Pretty standard stuff, but still nice to see what they have set up. The file contains 30 pages, these are 18 of them (some are more or less copies of other pages with little new content).