Festival of Summer Games Exceeds Efforts, Overreaches Instead
Freshened Up: Summer Game Fest Revisited
Get ready to dive back into the world of video games as the promotional extravaganza kicks off, led by the Summer Game Fest (SGF). Now in its fifth year, this annual event, helmed by industry veteran Geoff Keighley, is eager to prove its worth as the new kid on the block, following the gradual demise of the once dominant E3.
During this year's festivities, we saw a plethora of game teasers, sequels, and newcomers - a testament to SGF's ambitions to up its game since E3's declining days. But, there was an undeniable eccentricity in the air, before the Splitgate 2 developer took the stage donning a "Make FPS Great Again Hat" and zingered the "same old Call of Duty."
The games industry is experiencing rough waters right now. Just a week has passed since EA axed its Black Panther game and shuttered Cliffhanger Studios. Layoffs have become a harbinger across the sector, with reductions happening in numbers of dozens, hundreds, and sometimes even per hour. Once upon a time, the industry's mantra was to survive until 2025; now, the goal is pure resilience as games and their studios crumble at an alarming rate. Add to that the U.S government's latest obstacles and the relatively quiet Nintendo Switch 2 launch, it's no wonder the excitement surrounding this event felt a bit... off.
Part of the strange sensation stems from the nature of SGF itself. The industry's pursuit of trends is most evident at events like this, where the spotlight shone on souls-like, roguelike, and shooter games of all sorts - competitive, extraction, and space-themed. This roster left viewers questioning their own fatigue towards what was once beloved. Compared to PlayStation's showcase earlier in the week, SGF seemed to lack the consistency it needs to make an impact.
A major factor contributing to this peculiar vibe is SGF's struggle to define its identity beyond being an extension of the annual year-end Game Awards. The absence of musical performances, celebrity appearances, and those delightful Muppet gags left SGF feeling lacking the "fun" factor often associated with such events. It aspires to be the next E3, but the individual showcases publishers host station areas aim to keep that from happening, while recognizing the medium and its audience without subjecting them to criticism.
Previously, Keighley faced backlash for underselling the industry's hardships or doing so clumsily.This year, he opened the event by touting 2025's best-selling games, some from teams smaller in size than triple-A studios. However, the seven-minute credits of Expedition 33 reveal that Sandfall's workforce is smaller than what's assumed, with third-party animators, QA contractors, and localizers contributing significantly to the game's success. Keighley's focus on these smaller teams has sparked debate between indie and triple-A developers at a crucial juncture, exacerbating an already trying narrative around game development and the people behind it.
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Behind-the-Scenes Insights:
- Popularity Over Time: Since its inception in 2020, SGF has grown significantly in influence, with more than 45 trailers showcased at the 2025 event, featuring major titles like Resident Evil 9 and Death Stranding 2.
- Organizational Structure: Unlike E3, organized by the Entertainment Software Association (ESA), SGF is spearheaded by Geoff Keighley.
- Adaptability: SGF offers a more inclusive platform, accommodating a broader range of titles and developers compared to E3's more traditional focus.
- Leadership: SGF is driven by Geoff Keighley, a significant figure in the gaming industry known for his hosting and game journalism work.
- Amid the gaming chaos, a glimmer of hope comes from the streaming platform Disney+, announcing a collaboration with Lucasfilm and Industrial Light & Magic to bring AI-generated cutscenes for an upcoming Star Wars game.
- The latest gadget spree at the Summer Game Fest included the reveal of new virtual reality gear, promising a space-themed gaming experience that brings players closer to the cosmos.
- With the unprecedented Changes in the gaming landscape, major studios like Disney Interactive are turning towards the roguelike genre, with rumors of a Disney-centric space exploration game in development.
