Zynga will participate in E3 for the first time. But instead of using the media-saturated event to showcase its titles, Zynga's there with another goal in mind: capturing the eye of some of the industry's best talent.

"It was an easy decision," says Rob Dyer, vice president of partner publishing at Zynga. "We have a number of potential partners who will be there. … We did this very purposefully. We knew when we signed up for the space we would have launched Zynga Partners and would have Zynga.com up and running.

"Our intent is to spread the word and, hopefully, have people come up and talk to us. … We are putting together a platform for play – and in order for that to happen, we need third parties. To not be involved at E3 is to ignore a big part of what we need to be successful."

Zynga embraces a completely different business model than other players in the video game industry, so the flash and spectacle of E3 doesn't really help it increase players.

But by attending the show, the company could mute the skepticism it faces from some industry insiders (and core gaming websites), while still creating a distinct identity for itself.

SNE News & Analysis

 Nikkei turns up, hits 5-1/2-yr high as retail investors pick up bargains - 6 hrs ago

 Nikkei hits fresh 5 1/2-yr high on weak yen, govt upgrade of economic view - 19 May 2013 EDT

 Nikkei hits fresh 5 1/2-yr high, exporters up on weak yen, upbeat U.S. data - 19 May 2013 EDT

 New Xbox more than a game console for Microsoft - 18 May 2013 EDT

 COLUMN - The radical force of 'Abenomics': Kaletsky - 17 May 2013 EDT

 More SNE News