A recent analysis highlights the steep costs associated with showcasing games at The Game Awards, a prominent event in the gaming industry. According to a report by Kotaku, a 60second trailer can cost developers up to $450,000, escalating to $1 million for a threeminute feature.
Massive Audience and Advertising Revenue
The Game Awards 2024 experienced significant viewership, with 154 million livestreams. This marked an increase from 118 million in 2023. The audience count includes streams across various platforms, such as:
- YouTube
- Twitch
- Steam
- TikTok
- X (formerly Twitter)
- Bilibili and WeChat in China
In comparison, the latest Super Bowl recorded 127.7 million viewers. Notably, Super Bowl LIX had advertising costs soaring up to $8 million for just 30 seconds.
Critiques of The Game Awards
Despite its popularity, The Game Awards faces criticism for prioritizing marketing over honoring the achievements of developers. Critics argue that the event often rushes through award presentations, giving developers minimal speaking time while focusing heavily on trailers and advertisements.
Geoff Keighley’s Response
Geoff Keighley, host and organizer, acknowledged these concerns, stating it’s a “balancing act.” He noted, “Some would like to see the show be all awards, while others prefer all announcements.” Keighley believes that showcasing new game reveals is essential to attract large audiences and enhance the visibility of award presentations.
He emphasized that more viewers can lead to increasing ad revenue, benefiting developers in return. “Lots of games get sold out of The Game Awards,” he remarked. He cited the game Balatro, which received a significant boost in sales following the event.
Opportunities for Developers
Moreover, The Game Awards provides two complimentary tickets for developers nominated for awards. Tickets are also available for public purchase. For instance, the developer of Expedition 33, which received a record total of 12 nominations, bought numerous tickets at around $300 each to ensure a greater attendance from their team.
Overall, while The Game Awards continues to expand its influence and viewership, it remains essential for organizers to strike a balance between celebration and commercialization.