Microsoft is using the venue to showcase its DirectX 9.0 API, highlighting what it calls "new innovations made possible using Microsoft's High-Level Shader Language (HLSL), an advanced, easy-to-use graphics creation tool set available in DirectX 9.0."

Microsoft's Direct X push comes in the wake of its official resignation from OpenGL group.

However, OpenGL has its own showcase at the conference. There, The Khronos Group is showcasing demos based on a new OpenGL graphics standard for embedded systems. OpenGL ES is described as a light weight, royalty-free embedded graphics standard that will provide graphics
API profiles for a broad range of applications including handheld devices, automotive and avionics displays, and multimedia consumer devices such as digital TVs, set-top boxes, and game consoles.