Esquire published a truly exhaustive report on the Summer Game Fest, about the business behind it and the way Geoff Keighley runs it. One of the most interesting pieces of information, which makes it clear the turnover that ended up in the hands of the journalist, is that of prices to purchase spaces for trailers and various promotional material. We are talking about hundreds of thousands of dollars.
Mr Doritos business
Esquire got the details from different professionals who deal with marketing in the videogame sector, who wished to remain anonymous. Evidently they have signed non-disclosure agreements and cannot speak openly about the matter.
Be that as it may, though show a trailer during the Summer Game Fest you spend $250,000 for one minute, $350,000 for a minute and a half and $450,000 for two minutes. If desired, there is also the two and a half minute slot, which costs 550,000 dollars.
According to Esquire’s sources, the prices are in line with those of the last edition of The Game Awards, the one in which the developers were literally kicked off the stage, unable to speak for more than thirty seconds. Now we know why.
Interesting is the fact that the report do not distinguish between trailers and commercials, which are probably equivalent. What matters is the time occupied, evidently.
Of course it was conceivable that attending the Keighley events would be very expensive, considering the very high number of spectators, which grows every year. It is also true that those who attend are often the richest publishers, who can certainly afford the expense, given that it guarantees great exposure.
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