Geoff Keighley Discusses the Abundance of Trailers at The Game Awards

The Game Awards continues to grow in scale and significance. While some viewers voice their frustrations over the lengthy runtime and critique game trailers that don’t pique their interest, Geoff Keighley’s year-end event has become a modern-day equivalent of the classic E3 showcase. Despite ongoing feedback about the need to prioritize the awards, Keighley recently shared insights into why the event balances both honoring artistic achievements and unveiling major game announcements.

“There are many different constituents that tune in,” Keighley explained in a recent interview. “It’s a balancing act. You rightly noted that there’s the awards aspect, the announcement aspect, and yes, some viewers prefer a show focused solely on awards, while others want all announcements.”

He highlighted a beneficial cycle where increased viewership brings more attention to both celebrated and emerging games, potentially leading to higher sales for developers, whether they’re major studios or indie teams.

“My perspective is that the announcements attract a broad audience to the show,” he stated. “As a result, when we present the awards, they reach a large number of viewers. Many games see a sales boost from The Game Awards. Balatro experienced a significant surge. So, ideally, it benefits developers. However, finding that balance is challenging, and we don’t always hit the mark.”

By the time The Game Awards 2024 took place, Balatro was already a notable title in the gaming community, but its accolades that night propelled it to even greater heights in the following months, partly thanks to a successful mobile version. Suddenly, games that had a dedicated following were introduced to a much broader audience.

Even nominations can significantly enhance visibility. Rhys Elliott from Alinea Analytics recently shared insights on the estimated sales increases for Game of the Year nominees in the weeks following the event. While the frontrunner, Clair Obscur: Expedition 33, saw the most substantial impact, nominees like Kingdom Come: Deliverance 2 were also projected to have sold an additional 100,000 copies during this time.

Elliott noted that holiday sales play a crucial role in this surge. This is likely why winners often reduce their prices immediately after the event to capitalize on the fleeting spotlight.