Bulkhead, the studio developing the Steam Early Access first-person shooter Wardogs, wanted to place a 60-second trailer in a major gaming showcase. The team says the opportunity came with a quoted price of $300,000.
Why Bulkhead created its own event
Large showcases can put a game in front of a huge audience, but Bulkhead CEO Joe Brammer and UI/UX designer Howard Philpott decided that a six-figure fee was not worthwhile. They were also concerned that Wardogs would appear beside much larger single-player releases, celebrity endorsements and other high-profile material.
Rather than pay for a brief slot, the studio created The FPS Games Show, an event focused specifically on first-person shooters. The decision began during an alpha test, when Brammer suggested building a showcase of their own.
A showcase built around FPS games
The project initially involved Beautiful Light, Escape From Tarkov and Gray Zone Warfare. Ubisoft also asked to participate, bringing Rainbow Six Siege into the wider FPS community event.
Bulkhead says developers will not be charged to take part. The stated requirements are that a game must be an FPS and that its appearance must include something exclusive. The organisers’ position is that developers, players and the event all benefit from that arrangement.
“No money’s been exchanged,” Philpott explained, describing the show as a project driven by the developers’ shared passion for FPS games.
Which major showcase was involved?
The developers have not identified the event that quoted the $300,000 figure. The timing points towards Gamescom’s Opening Night Live: Wardogs is scheduled to enter Steam Early Access on Thursday, September 10, while Opening Night Live is scheduled for Tuesday, August 26.
Summer Game Fest is another possibility if the quote was made several months earlier. At that point, however, Wardogs was still limited to private playtests with a small group, which may have made a major promotional spend less practical.
For comparison, reported figures for The Game Awards put a participation fee at $450,000 late the previous year. The available information does not establish whether Opening Night Live is cheaper, whether showcase pricing changed, or whether fees vary according to the game or client.
When to watch The FPS Games Show
The FPS Games Show is scheduled to stream live on Twitch at 2 p.m. ET on Thursday, September 3. Further details are available through the event’s official site.
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