It's gonna get it's own DIrect. No doubt they'd have to explain it's featureset and whatever gimmick it has, as well to showcase some of the launch games.
If E3 were still a thing, It'd be that, but the awards show doesn't make for a good hardware product announcement.
I'm gonna assume they're gonna fly out Youtubers, press and influencers to see and play the hardware or whatever not too long after.