The Game Awards Trailers Now Cost Developers Over $1 Million

Geoff Keighley at TGA 2022 show | Image via X

Showcasing a trailer at The Game Awards isn’t just about hype—it’s about serious money. And by serious, we mean over $1 million for a three‑minute slot.

Yep, you read that right. According to a new report from Kotaku, two anonymous sources revealed that developers now have to shell out more than $1 million if they want their trailer featured during Geoff Keighley’s annual gaming extravaganza. Two publishers also told the outlet that while they hadn’t seen this year’s exact numbers, the figure “sounded in line” with what they’d expect based on past events.

To put that into perspective, Insider Gaming noted that’s roughly double the price of Keighley’s other showcase, Gamescom Opening Night Live (ONL). Back in August 2025, a three‑minute ad there was pegged at about $500,000, while shorter slots cost $150,000 for 30 seconds or $210,000 for one minute. If The Game Awards is indeed charging double of ONL, that means around $300,000 for half a minute and $420,000 for a full minute.

But the costs don’t stop at trailers. Attending the ceremony itself has become another headache for developers. Unlike Hollywood award shows where nominees often get priority seating, The Game Awards runs things differently. As Kotaku reported, nominees only receive two complimentary tickets, no matter how big the studio is.

Want to bring more of the team? You’ll have to buy extra tickets from the same pool as the general public, usually at full price. Prices have ranged from about $58 for upper mezzanine seats to over $1,000 for premium resale spots. Several developers admitted they had to pay hundreds just to sit in the audience, even with their games up for awards. One director reportedly dropped $700 to make sure they didn’t miss what they called a “once‑in‑a‑lifetime” moment.

Sandfall Interactive, the team behind Clair Obscur: Expedition 33—which earned a record 12 nominations this year—purchased blocks of $300 tickets so more of their teammates could attend together.

With the Peacock Theater seating up to 7,100, Keighley and his crew have the tough job of deciding how those seats get divided between fans, press, and the developers being honored. And while the show continues to grow in scale and spectacle, the rising costs—both for trailers and tickets—are becoming part of the story.