The Gamescom Opening Night Live, hosted by the one and only Geoff Keighley, is a must-watch event for any gamer. It’s where we get our first glimpses of upcoming releases and witness world premieres that can change the gaming landscape forever. But while some developers pay hefty sums to secure their game’s trailer in the showcase, there’s a secret path to getting featured without breaking the bank.
“One of the things that’s important I think to all of us is that there are games that get selected for editorial value in the show,” Keighley explained during a recent Gamescom pre-brief, as reported by GamesIndustry.biz. He also emphasized the importance of independent games, highlighting how many small teams, often just three or four people, get their games featured because he and his team believe in those titles and want to support them.
While every trailer shown is essentially an , not everyone pays to have their game showcased. Last year, Aftermath reported that a 60-second trailer spot in Gamescom ONL could cost around $120,000. The Game Awards, Keighley’s most-watched annual event, commands even higher rates; Kotaku reported last December that a three-minute spot could reach as much as $1 million.
However, there’s another way in. Keighley personally hand-picks trailers he wants to feature, regardless of whether they’ve paid for the privilege. These are often announcements of exciting indie games from small teams or the first look at highly anticipated sequels like Final Fantasy VII: Rebirth. “Marketing events, just like Gamescom is a marketing event, so you can consider everything in many ways is marketing video games, but there are definitely games that we select for editorial consideration in all the shows,” Keighley told press this week.
He likened securing a spot in the showcase to renting floor space at the Koelnmesse, where Gamescom takes place; it’s a valuable opportunity to reach a massive audience. “Everyone wants to tune in to be surprised with something brand new and exciting,” Keighley said. “Companies and partners often earn the ability to have editorial places with the level of news that people are bringing to the show.”
He also noted that games releasing within a few weeks are more akin to s for existing titles, making them less likely to qualify for those coveted editorial spots. The host confirmed that Final Fantasy VII: Rebirth, Gears of War: E-Day, and the upcoming Witcher 3 DLC will all be at the show. Given that Gears is launching in just a couple of months, it’s unclear whether its appearance will fall into the paid “” category.
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