A new report has shed light on just how expensive it has become to secure trailer time during The Game Awards. According to Kotaku, publishers are now paying over $1 million USD for a standard three-minute trailer slot in Geoff Keighley’s annual show a price that has quietly climbed year after year as the event’s audience grows.
The Game Awards has become one of the biggest stages in the industry, often pulling viewership numbers that rival major TV broadcasts. But with that reach comes a hefty price tag, and it appears that even well-known studios are starting to feel the financial strain.
Only Two Tickets for Nominees?
Alongside the eye-watering trailer costs, another surprising detail from the report is that many nominated studios are only offered two tickets to attend the show. That means some teams with dozens or even hundreds of developers will only be represented by a tiny fraction of the people behind the work being celebrated.
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For a show that often positions itself as a celebration of developers, fans, and gaming culture, the limited availability has raised eyebrows across the community.
A Growing Divide
The Game Awards continues to expand its influence, but the rising barrier to entry highlights a widening divide between blockbuster publishers who can afford premium placement and smaller studios who simply can’t. With advertising costs skyrocketing and attendance tightening, there’s a widening discussion about whether the show is shifting further toward spectacle and away from the developers it aims to spotlight.
The Game Awards 2025 is expected to be one of the biggest yet but at these prices, not everyone will be able to share the stage.
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