You Might Have to Pay $1 Million to Show Your Trailer at Game Awards
Senior Editor
11 December 2025
Times are tough, you know... The Game Awards has become the most recognizable showcase in the industry, and Geoff Keighley seems to expect developers to pay for those precious seconds of visibility. Be warned: the price tags might surprise you.
Based on anonymous chatter reported by Kotaku, a three-minute trailer now runs over $1 million to be shown at the event. That’s more than double what participants paid last year: a three-minute feature cost $486,600 in 2024.
Two publishers interviewed by Kotaku said they weren’t sure about this year’s pricing, but it sounded in line with previous years’ expectations.
Insider Gaming adds context by noting Opening Night Live 2025 prices as roughly $500,000 for a three-minute ad, $150,000 for 30 seconds, and $210,000 for a minute. By that logic, Game Awards costs might land around $300,000 for 30 seconds and $420,000 for a full minute.
Regardless of the exact figures, Keighley isn’t likely to suffer financially: participating developers also have to pay simply to attend the ceremony where they’re nominated. The awards reportedly offer only two free tickets to studios with nominations; any extra attendees require payment.
Clair Obscur: Expedition 33, the year’s most-nominated game, reportedly had to purchase tickets for about $300 each for its developers.
One developer involved with a game nominated at the 2024 Game Awards shared that those who bought full-price tickets for their team were seated in separate sections of the venue:
“I was told that nominees receive two tickets (which include red carpet and green room access), then were given a link to buy additional tickets,” said a lead designer who was nominated last year. “From what I could tell, the page looked like the publicly available ticket page, with no discounts or special seating arrangements.”
In another anecdote, the game director purchased a ticket from the public pool for around $700 because, as they put it, they didn’t want to miss what could be a once-in-a-lifetime moment of being at the ceremony for a project they helped shape.
Is three minutes of stage time worth a million dollars? That’s for you to decide. And as you ponder that, consider exploring 80 Level’s latest digital art courses, subscribing to our newsletter, and joining our Talent platform for more industry insights, breakdowns, and showcases. Follow us for ongoing coverage and analysis as the debate over ticket prices and exposure continues to unfold.
