Along the way there was an embarrassing dance sequence to mark the tenth anniversary of Just Dance - you could feel the rictus grins even on this side of a YouTube stream - and an unexpected appearance by a man from It's Always Sunny In Philadelphia.
He was there to promote his upcoming Apple Plus TV show, Mythic Quest: Raven's Banquet... in which he plays the creative director of a fantasy video game.
Yes: UbiSoft is getting into film and TV production. Because... why not?
In spite of all these distractions, UbiSoft still managed to show off some games, even if it was a more muted, perfunctory, presentation than it has put on in recent years.
Here are the big boiz you ought to know about.
The same attitude is carrying over to Legion... only this time it'll be set in a near-future London.
I consider myself a Londoner, and I have always loved my city... but it wasn't until I saw the trailer for Watch Dogs: Legion that I realised I'm actually quite protective of it.
From the opening, foul-mouthed, Danny Dyer-esque, narration, which talked about London being a fascist police state, full of "extremists" - turns out I'm a bit touchy when it comes to foreigners portraying London as a city full of terrorists - to the weary Women's Institute killer grandmother, to the bloke from Ubisoft's misguided references to Brexit... it sort of pressed the wrong buttons for me.
I'm pleased there'll finally be an open world game set in my home city... but I'm not happy that it's being painted with such broad strokes. The script and acting in the trailer was dreadful, a non-local's idea of what London is like... and it got me wondering whether the residents of other cities feel the same way when their homes are depicted in games.
Anyhow. The big selling point of Legion is that you can recruit anyone you see into your cause - young, old... if they're in the game, you can play them. Beyond that, barely any gameplay was shown - this, I soon realised, would be the norm for Ubisoft's presentation - so who knows what it'll be like?
Still. Weird seeing Camden Market in a game.
And no; not Super Smash Bros. That's UbiSoft's shameless Brawlhalla.
Again; no gameplay shown.
It's what you'd expect; a sort of cartoony take on Rollerball, if you're old enough to remember the ultra-violent, dystopian, 70s sci-fi spots nonsense.
It was nice to see that Ubisoft had managed to balance out its upcoming slate with some bright colours, because the bulk of its upcoming offerings are all gritty, dark, military games; new stuff for The Division 2, new stuff for Rainbow Six, and a brand new Rainbow Six game.
By the end there was so much grit in my eyes I had to use Optrex!!!!!!
The trailer mostly stuck to the POV of some bloke with a gammy arm.
What's that about? Why is it only Hollywood stars who think they can bring their dogs along to professional engagements? If I took a dog to a meeting they'd think I'd gone insane.
Anyway. What is Breakpoint? The two trailers failed to show any gameplay, but one of them did feature an interminable shouty speech from the video game version of The Punisher man, while the other had lots of shooting and explosions. Again: no gameplay. Same old, same old.
Overall, there was a feel of UbiSoft marking time until the next generation drops. You can bet that there are new Far Cry and Assassin's Creed games in the works - but we may well be looking at them not arriving until Microsoft and Sony have new hardware out.
There was no sign of Beyond Good & Evil 2 - a game shown at two previous E3s - implying that UbiSoft has realised it might have shot its bolt prematurely there. Again, I wouldn't be surprised if that also becomes a next-gen title.
Which would include Google Stadia; UbiSoft announced it was partnering with Stadia, bringing its uPlay service to the streaming platform.
There was a notably muted ripple of applause at this announcement, and when the camera cut away to him, you could see the tension written all over Phil Harrison's Marillion-loving face.