Studios who want to send more than two attendees can reportedly also end up having to pay an arm and a leg for tickets

Image credit: The Game Awards

Publishers and studios who want to show off their games during the main show at a Keighleyfest usually have to pay a not small chunk of change for the privilege. According to a fresh report from Kotaku which aims to deliver the latest figures for a couple of different trailer lengths at this year’s Game Awards, those handing over the cash are now looking at paying seven figures for a three-minute showing of their game.

Kotaku cite two sources familiar with 2025’s edition of the winter Geoffs who say that three minute trailers at this year’s show go for over $1 million. Saving two minutes off that time and going for a 60-second trailer instead can reportedly still set you back up to $450,000.

To compare these against previous rates, Esquire wrote in June 2024 that trailer prices for the main show of that year’s Summer Game Fest were as follows: $250,000 for a minute, $350,000 for a minute and 30 seconds, $450,000 for two minutes, and $550,000 for two and a half minutes. 2023’s summer Geoffs were reported to have run the same pricing tiers.

So, having a presence at the front and centre of these sorts of showcases often remains costly. Though, Kotaku did report having heard from that certain smaller game makers may get free airtime. These are called "earned editorial placements". They’re not just for the little guys - Kotaku suggest that big reveals from major publishers like Sony, Nintendo, and Microsoft may also qualify. As ever with shows like these, companies may also pay to run a booth on the show floor.

Outside of that, Kotaku’s latest piece outlines the costs a nominated developer can face simply getting devs to the show, if they wish to bring more than the two people who’re reportedly offered complimentary attendance.

Clair Obscur: Expedition 33 devs Sandfall Interactive have paid for a number of extra tickets at around $300 each this year, it’s claimed. Meanwhile, a freelance narrative writer who worked on a game nominated this year, but is no longer under contract with the studio, expressed frustration at the Geoffs’ organisers only selling general admission tickets after announcement of the nominations, while apparently neglecting to keep any reserved for developers who can prove they worked on nominated games.

These sorts of stories continue to fuel debate as to whether the Geoffs do a good enough job of celebrating developers and acknowledging the serious issues an industry decimated by layoffs faces, alongside all of the advertising. Just yesterday, the United Videogame Workers-CWA union hosted their inaugural "avarice awards" on Twitch, a protest parody of the Game Awards which dished out plaudits like "Most Corporate Speak/Tactless Layoff Announcement", "Worst Crunch Culture", and "Most Studios Closed". Tencent and Microsoft tied for first place in that last one.

The latest edition of the winter Geoffs kick off later today, and we’ll have plenty of words to deliver to you about the things that’re announced.