Geoff Keighley Shares How to Secure a Spot in the Gamescom Showcase: Bring Exciting Reveals!
Gamescom Opening Night Live is set to kick off next week, marking one of the three major showcases hosted annually by the gaming industry’s unofficial ambassador, Geoff Keighley. This event promises sneak peeks at upcoming titles and world premieres of new content. However, securing a spot for game trailers in the showcase can come with a hefty price tag. Keighley recently shed some light on the selection process and how some games manage to get featured without a fee.
Keighley emphasized the importance of editorial value in the selection process during a pre-event briefing. “There are games that get selected for editorial value in the show,” he explained. He also highlighted the inclusion of many independent titles, often created by small teams of just a few developers. “We believe in those titles, and we believe in those teams and want to support them,” he added.
While every showcase essentially serves as an advertisement, not all participants are footing the bill. Last summer, it was reported that a 60-second trailer in Gamescom ONL could cost around $120,000, with even steeper rates for the Game Awards, where a 3-minute spot could reach up to $1 million.
However, Keighley also curates trailers based on merit, regardless of payment. This could include exciting reveals from lesser-known indie developers or the first look at highly anticipated sequels like Final Fantasy VII Revelation. “Marketing events, just like Gamescom, are marketing video games, but there are definitely games that we select for editorial consideration in all the shows,” he stated.
He compared the placement in Gamescom ONL to the physical space companies pay for to showcase their games at the Koelnmesse, which can cost as much as $235 per square foot. “Everyone wants to tune in to be surprised with something brand new and exciting,” Keighley noted. He mentioned that companies often earn editorial spots based on the significance of the news they bring to the event.
Keighley also pointed out that games launching shortly after the event are often viewed as advertisements for titles that are already known, making them less likely to qualify for editorial consideration.
He confirmed that titles like FFVII Revelation, Gears of War: E-Day, and the upcoming Witcher 3 DLC will be featured at the show. With Gears set to release in just a couple of months, it remains to be seen if it will fall into the “advertisement” category that requires payment.
