The prestigious publication Esquire released a large article dedicated to Geoff Keighley — a Canadian journalist and organizer of Summer Game Fest and The Game Awards. It turned out that studios have to pay a considerable amount to participate in the summer event.
According to marketing specialists, the rates for participating in the show are «really ****ing expensive.» Below is the price list relevant for Summer Game Fest 2024 and The Game Awards 2023:
If you sum up all the trailers from last year's Summer Game Fest, the total revenue could be $9.65 million just for the main show. Meanwhile, Keighley also shows small teasers and sells tickets to the events.
Later, Kotaku supplemented Esquire's information. According to documents, for the money spent, studios also receive promotional posts on social networks, and there are free slots for small studios.
Summer Game Fest 2024 will take place on June 7.