Geoff Keighley’s Summer Game Fest rapidly filled the void left by the defunct E3, establishing itself as a major recurring event in the gaming industry. An Esquire writer set out to uncover the behind-the-scenes workings of the show and the industry’s perspective on it.
About the cost of participation in the show
The cost of slots in the main broadcast of Summer Game Fest is determined by time:
- One minute — $250,000,
- One and a half minutes — $350,000,
- Two minutes — $450,000,
- Two and a half minutes — $550,000.
According to Esquire, these prices are relevant for the Summer Game Fest of 2024 and were the same in 2023.
As an interviewee in Esquire described, participating in the show is “extremely costly.” Indie sector representatives argue that such prices are prohibitive for them, while representatives from larger companies assert that the Summer Game Fest offers excellent returns on investment:
If we talk about increasing brand awareness, the impact of [SGF] is very high. The catch is that a lot depends on the place in the broadcast and the duration of the trailer. Longer slots bring more value and seem to lead to increased citations, but short trailers don’t get as much attention.
Anonymous PR Specialist
An Esquire commentator mentioned that this year, Geoff Keighley started selling tickets to the public for the Summer Game Fest, potentially allowing for a reduction in the cost of slots. Esquire’s estimates suggest that the organizers could make as much as $246,000 from ticket sales, which is relatively modest compared to the overall revenue of the event.
About the Play Days satellite event
Play Days is an event that coincides with the Summer Game Fest, designed for private meetings, such as preview events with journalists or similar activities. Participation for journalists and bloggers is complimentary, while publishers have the option to purchase comprehensive preview modules for $150,000 or meeting spaces for $50,000.
Journalists who have spoken to Esquire report that Play Days is an engaging and productive event. However, there are issues regarding attendance | media representatives could apply for E3 via a specific form, but Play Days organizers appear to extend invitations directly, and currently, there isn’t a clear method for media to request access to the event.
Keighley occasionally faces criticism, such as during the last The Game Awards when developers were allotted minimal time for their thank-you speeches, and Keighley remained silent on the significant layoffs impacting the industry at that time. Given Keighley’s substantial influence, there is an expectation for him to take more proactive steps to improve the industry.
But people who worked with Keighley personally speak warmly about him in the Esquire article:
I’ve never met a person who is more immersed in comments than Geoff. He reads everything. When I say something about his events on my shows, Jeff remembers it and then asks me about it. He tries to make the best show possible, which covers as many people as possible.
Greg Miller, CEO of Kinda Funny
The upcoming Summer Game Fest show is scheduled for the evening of June 7-8.
