GDC introduced earlier this yr that it could be rebranding as “GDC Festival of Gaming,” which led many to speculate that the business-focused occasion is perhaps intending to invite shoppers as nicely.
That is not the case. As the GDC organisers defined final week, the occasion will nonetheless be industry-only. The large change is {that a} new “Festival Cross” will supply entry to the present at nearly half the worth of the earlier “All-Entry” move – however the caveat is that it will not present entry to the GDC Vault, which hosts digital variations of the convention talks. There’s additionally a brand new, premium “Sport Changer Cross” that moreover supplies entry to a three-day “Luminaries Speaker Sequence” geared toward executives, in addition to unlocking the GDC Vault and varied different perks.
On high of this, there will probably be some tweaks to the present, equivalent to an prolonged and extra assorted content material program throughout an entire week, probably with the return of keynote periods and the addition of new codecs. “The pageant half of the GDC Festival is that we’re broadening out what the convention is and does, however not right into a client house,” mentioned Mark DeLoura, GDC’s Government Director for Innovation and Development, who has additionally responded to the negativity round the CGI adverts used to promote the GDC rebrand. “I believe if individuals are speaking about your advertisements, you have accomplished one thing proper.”
However regardless that the Festival Cross makes attending that bit cheaper, the occasion remains to be not low cost: a Festival Cross will set attendees again $1,199, discounted to $649 till February 20, 2026. The Sport Changer Cross, in the meantime, prices $2,499, discounted to $1,699. Digital entry to the GDC Vault and on-line networking will set you again $799, and a restricted quantity of sub-$650 choices can be found to start-ups and teachers.
GDC founder Chris Crawford has prompt that GDC is in danger of turning into a “dinosaur” because it’s outdated by digital networking and occasions, and others have expressed issues about travelling to the US, in addition to the expense of the present’s location in California.
GamesIndustry.biz reached out to a spread of outstanding figures in the video games industry to discover out their response to the modifications – and whether or not they intend to go in 2026.
Brian Baglow (founder, Scottish Video games Community)
“I had excessive hopes that the new Festival of Gaming would mirror the actuality of the complete video games ‘ecosystem’ and never simply cling to the industry-only line,” says Baglow, who began his video games profession at DMA Design forward of the launch of the authentic Grand Theft Auto, and who thinks the modifications to GDC do not go far sufficient. “There may be way more to video games and gaming than the present all-consuming deal with the client video games market as we all know it.
“The place are the gamers, the communities, the educators and teachers? We’re the largest artistic industry in the world and we’re nonetheless locked inside a silo of our personal making. We want the movie, TV, music, and wider world to be an element of this. I believe it is a missed alternative.”
Baglow says he will not be attending GDC subsequent yr, as a result of he needs to get hold of totally different teams. “I do know I am going to see heaps of pretty individuals, most of whom I’ve identified and labored with for 30 years now. I would like to meet individuals I do not but know and people engaged on the periphery of video games, or in games-adjacent sectors. I am going to the Internet Summit, SxSW, Wild Rumpus, PHASE, and Scottish Video games Fest.
“Sport builders speaking to sport builders about sport improvement occurs at each single video games occasion. I would like one thing new.”
Hendrik Lesser (CEO and founder, Distant Management Productions)
“I beloved GDC the second I went there for the first time in 2001,” says Lesser, who can be president of the European Sport Builders Basis. “For years, I instructed everybody to go there and attend the periods and really feel the vibe. That keenness has been gone for a very long time although.”
Lesser applauds the thought of a change. “I’ve to say although, I’m not positive if it is relatively late,” he cautions. “The total factor reads a bit like Pokémon – gotta catch ’em all. It is DICE, Gamescom, Amaze, Gamesbeat, and extra in San Francisco. I’m mildly sceptical.”
“Why cram all of it in every week?”
Hendrik Lesser
He will not be attending subsequent yr, “primarily as a result of of the present administration,” he says. Nonetheless, he is inspired by many of the bulletins, which he thinks “could possibly be nice” and appear to reconnect with “that zeal and thought management of previous occasions.”
But he additionally worries it is attempting to do an excessive amount of. “It is so many goal audiences with totally different wants and current options. So why cram all of it in every week? I nonetheless want them the finest, and it could be nice if it really works out. I would not wager on it, sadly.”
Xu Xiaojun (studio head, Studio Gobo)
“My fast ideas are it feels the occasion has been shifting the focus to serve gamers greater than builders,” says Xiaojun, whose studio labored on final yr’s Lego Horizon Adventures. “Extra to rejoice video games than a discussion board for improvement. I actually hope the organisers do not compromise the breadth and high quality of discussions so as to attain a wider viewers. GDC has been a really priceless convention to assist builders furthering the craft.”
“I’ll nonetheless go regardless, because it’s the most necessary occasion to meet builders and companions in individual throughout the world.”
Nameless company head
“They’ve given it a client model and teased it like a client occasion,” says an company head who would favor to stay unnamed. “But it surely’s not a client occasion. That has given them short-term buzz, however now it is revealed as a rebranding of the similar stuff, however with a extra convoluted pricing construction to attempt to get some whale cash. It feels empty and shallow.”
They will not be attending in 2026, “primarily as a result of every part, from flights to lodges to meals, is eye-wateringly costly, and the returns, a minimum of for us, are too inconsistent to make it a sound funding. Superb in the event you’re on an bills account from a significant writer or media firm, however is that basically what GDC is supposed to be about?”
Shalin Shodan (director, Masala Video games)
“To me, the proposed modifications do not line up with the rebranding,” says Shodan, whose firm launched Detective Dotson earlier this yr. “On condition that identify, it may have been the excellent addition to embrace gamers. It is most likely going to carry extra attendance to the expo and periods, which is nice, however the GDC Vault actually ought to have been included [in the Festival Pass].”
Shodhan has been to the previous two GDCs to promote and speak about Detective Dotson, however he says it is unlikely he’ll go once more. “Whereas I undoubtedly met loads of nice individuals and had conferences with potential, the sheer time and useful resource prices of attending the present haven’t paid off in outcomes.
“I really feel that I may have those self same conferences on-line. Each events might need a greater probability of retaining data from such a gathering than one of many at a whirlwind present. And I may use the time, power, and cash saved in bettering my sport and reaching out to my prospects.”
Bob Makin (normal supervisor – UK studios, Behaviour Interactive)
“Initially, the announcement of the new identify sounded a bit gimmicky,” says Makin. “However now they’ve introduced the modifications, it makes much more sense.
“Over the previous decade, I’ve seen an increasing number of individuals ‘going to’ GDC, however not really attending GDC itself. Moderately, they’re in San Francisco as a result of everyone is, they usually have their very own conferences and do their very own factor.
“The new modifications seem to be GDC has responded to this and created an evolution of the present. The indisputable fact that hotspots like the W – nice for impromptu conferences and catch ups – are actually half of GDC is promising.
“It feels like a really promising evolution of GDC”
Bob Makin
“The reality they’ve lowered the costs goes towards every part that everybody else is doing. That is nice, as it’d enhance the quantity of individuals we take, and permit smaller devs to attend too.
“It feels like a really promising evolution of GDC. I hope it really works out and continues to be a flagship occasion of the gaming enterprise calendar.
“Behaviour Interactive at all times attends GDC. Not solely is it an excellent place to do enterprise, however we invite our builders to be taught from the talks and community. It is at all times been an excellent place for individuals to be taught and develop.”
Martin Wein (founding companion, GameFlex Consultants)
“GDC was in dire want of change,” says Wein, who was beforehand head of communications for Deep Silver (and who offered a number of insights into what went on with Lifeless Island 2 earlier this yr). “The actual GDC occurred round the Moscone Middle and never inside. It was the conversations at the Marriot, the W, and so forth that introduced the worth. And from the data I’ve seen thus far, I do not see that altering.
“Sure, there is perhaps some tweaks on the scheduling and a few tinkering on the passes, however the large gamers like Sony, Unity, or Epic deserted the present ground years in the past, and I do not see a purpose for them to come again. It can proceed to be an excellent networking alternative – however that can proceed to occur round the present relatively than at the present. And eradicating the vault from the new Festival Cross (which was the All Entry Cross) is absolutely going to harm.
“I’m merely not prepared to take any dangers with the very risky regime in the States”
Martin Wein
“So, to me, this rebrand doesn’t resolve the underlying points of the present. Who’s the target market? What are the major targets of that viewers? How do you appeal to individuals again to the present ground? And on high of all these questions, Festival of Gaming is an apparent B2C branding. Why?”
Wein says it is probably he’ll move on going to GDC subsequent yr. “However that has extra to do with the present political scenario in the US relatively than the occasion itself. Whereas the present has at all times been costly, it was an excellent alternative to community and generate enterprise. However I’m merely not prepared to take any dangers with the – let’s put it mildly – very risky regime in the States.”
Alison Lacy (COO, Radical Forge)
“I actually welcome the modifications that the organisers have made, particularly in lastly in search of to deal with the lack of devoted networking house at the convention,” says Lacy, COO of the Middlesbrough-based studio Radical Forge, which raised £2.6 million in funding final yr.
“Hopefully this won’t solely make it a a lot safer expertise, but additionally allow these builders who aren’t staying in the hottest (costly) lodges to stumble upon one another serendipitously.
Lowering price is clearly a really constructive transfer and makes an enormous distinction for smaller studios like ours.”
She says that Radical Forge will probably be attending GDC in 2026, and can at all times attempt to accomplish that. However she provides that their focus is much less about the convention programme and extra about “enterprise improvement and assembly with US publishers and co-dev companions.”
Tom Kaczmarczyk (CEO, IndieBI)
“GDC has at all times been an enormous melting pot of video games industry individuals of all sizes and shapes,” says Kaczmarczyk, head of the gross sales and enterprise intelligence firm IndieBI. “Between artistic tracks, expo, bizdev in lodge lobbies, and pals simply hanging out on the inexperienced in Yerba Buena, I am positive you may discover teams that love the broader path and ones that hate it.
“Me in my businessy hat and all the different pleasant bizdev gremlins would most likely favor if GDC simply cut up up as a substitute – made a separate few days for the enterprise and networking facet of issues, and a separate few days for the artistic tracks and the expo. This might be a method to make the occasion really feel much less crowded, hectic, and costly – and would cease forcing attendees into tradeoffs between constructing industry relations and going to talks to be information sponges.”
“The advantages nonetheless far outweigh the issues”
Tom Kaczmarczyk
Kaczmarczyk says he will probably be attending GDC in 2026. “Regardless of the post-pandemic and up to date turmoils, it nonetheless has greater than sufficient vital mass of video games industry pals, colleagues, and unbridled creativity to make it onerous to escape its gravity nicely. GDCs and IGFs had been an enormous half of how I acquired my very own begin in the industry, and it is nonetheless one of the finest exhibits to hang around with previous pals and purchasers, say howdy to new ones, meet up with platform holders, and rejoice upcoming releases in individual – multi function place.
“GDC is for positive not with out its points, however the advantages nonetheless far outweigh the issues.”
He likes the means the rebrand displays the organisers’ readiness to make modifications. “The complete Sport Changer/Luminary monitor looks as if a nod vaguely in the path of making the occasion a greater match for us enterprise gremlins (who would beforehand usually not even trouble shopping for passes, as we would simply hang around on the inexperienced and in lodge lobbies anyway). I am unsure if that is precisely how I would strategy the points myself, however I additionally do not know the very first thing about organising huge occasions for tens of hundreds of individuals, so I am simply pleased that it appears like good individuals are actively working to resolve issues and enhance issues.”
Dan Griliopoulos (narrative designer and sport author)
Griliopoulos, who was a contract journalist for publications like Edge, IGN, and The Guardian earlier than shifting into video games writing for titles equivalent to Nightingale, RimWorld: Anomaly, and Complete Battle: Warhammer, thinks we should always give GDC’s rebrand an opportunity.
“I like our industry’s tendency to instinctively punch upwards, however GDC is an establishment price preserving,” he says. “Sure, the previous model had a singular wholesomeness, goal, and status, but it surely could not stand nonetheless whereas the sands had been shifting underneath its foundations, and it had accreted mess over time. As with all industry-focused occasions, the enterprise offers and social facet way back moved out of the major venue, and no-one wants to attend a chat in individual, actually, so experiments had been needed to discover a persevering with type of the establishment. I am glad they’re attempting!”
He doesn’t, nevertheless, plan to attend, mainly owing to the price of travelling from Europe. “There are native occasions that provide the social and enterprise facet of industry gatherings at lower than half the price (I am pondering Gamescom, Develop and Reboot, that are glorious worth for European builders.)”
“Slicing down the ticketing sorts to particular audiences is wise”
Dan Griliopoulos
He nonetheless appreciates the modifications. “The new format is extra tempting than the earlier model,” he says. “Making it fill the week is wise – it had unfold to that anyway, so why not personal it? And additional slicing down the ticketing sorts to particular audiences is wise.
“However the worth of passes remains to be means out of the non-corporate developer’s vary, even when they’re apparently cheaper. The restricted indie/start-up passes are try to account for that, particularly if purchased as early-bird at $450. If I used to be US-based, I would be grabbing one of these right away.
“On the flipside, I am unsure the $2,500 Sport Changer move works. Should you’re trying to pitch video games, dropping that wodge to speak to individuals you possibly can speak to elsewhere would not say ‘reassuring monetary sense’ to me. And taking up DICE by focusing on executives with the Luminaries Speaker sequence is one other gamble. The breaking apart of the specialist summits can be unhappy – if I would like to alternate gossip and finest apply with my friends, I do not need to have to hunt out the periods all through the timetable or organise our personal meet-up.”
Wouter Sleijffers (co-founder, ELO)
Sleijffers, who co-founded the gaming and esports company ELO, thinks that GDC’s identify change is a constructive transfer, however admits it led him to suppose the present can be client centered. Not focusing on shoppers is “a miss,” he thinks. “Many avid gamers do like to find out about the creation course of.”
“We really feel we get extra from an occasion like Gamescom”
Wouter Sleijffers
He provides that he is not planning to attend in 2026, a call that principally comes down to budgets. “While not precisely the similar, we really feel we get extra from an occasion like Gamescom, which is nearer to house,” he says. “Even with the discount in pricing, a visit to GDC remains to be a big dedication budget- and time-wise. It is nice for networking, however not at all times nice for (fast) enterprise.”
The on-line portion of the present can be “expensive,” he says, concluding that there’s “not sufficient consideration for the worldwide viewers.”
Gina Jackson OBE (co-founder, Pitchify)
“With the video games industry consistently evolving, I imagine it is necessary for any occasion to preserve iterating and stay as inclusive as doable, welcoming new entrants and companies,” says Jackson. “At Pitchify, our focus is international, connecting funders to builders, and we’re keen to meet our builders, traders, and publishers face-to-face every time we are able to to higher perceive their funding wants.”
“This yr, we have prioritised occasions in Cape City, Bucharest, and Middlesbrough, and GDC appears like one other priceless alternative to join with the neighborhood. I had already deliberate to attend earlier than the latest modifications turned clear.”
Richard Browne (director, Blue Moon Manufacturing Firm)
Browne, who was head of exterior publishing at Digital Extremes earlier than founding Blue Moon, says he’s “genuinely pleased about the contemporary face of GDC” and that “one thing wanted to be accomplished to reboot it.”
“The format appears a lot broader and extra open, and the new pricing clearly goes to assist in onerous occasions,” he says. Nonetheless, like many individuals, he was left scratching his head by the rebrand reveal. “Individuals had been confused when it got here out with none particulars, however I believe subsequent data has cleared that up.”
“Loads of individuals merely don’t need to journey to America”
Richard Browne
He additionally worries that the convention is lacking a digital trick. “Given the scenario in America at the second, I do really feel not wholly embracing on-line attendance with all periods streamed is a mistake. Loads of individuals merely don’t need to journey to America. The vault entry solves a lot of this, however after the reality, and clearly would not enable for on-line participation.”
Browne will probably be attending GDC subsequent yr, however not as a ticket holder. “From a enterprise improvement standpoint, I believe conferences will proceed to be performed in the surrounding lodges, and for me, the periods and occasions do not maintain the worth that they do for a day to day developer.”
Total, he thinks the proposed modifications ought to assist the occasion, “but it surely’s going to be robust with so many prevailing headwinds.”
Dan Marshall (director, Dimension 5 Video games)
Marshall, whose studio lately revealed the upcoming journey sport Earth Must Die!, provides a blunt response when requested whether or not he will probably be attending GDC in 2026.
“Ha ha, Christ no, completely not. The monetary funding required to go to GDC for what’s functionally a large jolly is insanity. It was insanity when it was simply GDC, however in the present local weather the place each penny counts, it is throwing cash away.
“I am an enormous believer in ‘networking’ at occasions, I believe it is actually, actually good, however except you are actively attempting to safe cash from a writer or discover a job, for many sport devs these items are simply not price the money, except it’s extremely fast and straightforward for you to get to, otherwise you’re ready to deal with it as a stunning little vacation.
“Additionally, placing it politely: travelling to America in 2026? I imply, we have all seen the information, proper? We have all seen the information and the footage and we have heard the tales and it is truthfully tough to muster the enthusiasm to journey there for any purpose in any respect at the second.”
Nonetheless, he’s tickled that the Festival of Gaming rebrand leads to the acronym FOG, on condition that it takes place in the famously foggy San Francisco. “That’s glorious pun work, and I want them each success purely as a result of of that.”
Mike Rose (founder, No Extra Robots)
Earlier than founding the writer No Extra Robots, Rose was a author for Gamasutra, which was the official website for GDC. “So once I used to go,” he says, “I acquired a workers move, which acquired me unbelievable entry. I acquired into all the craziest events, too, these had been the days.”
As you’d count on, this implies he has a comfortable spot for the present. “Sadly, since the pandemic, travelling to San Francisco is simply – nicely, there is no means on God’s Earth that I’ll ever do it once more. There are lots of causes, however the major ones are: I don’t have all the cash in the world; the metropolis acquired an increasing number of grim every time I went; the final time I went, there have been actually big crypto banners in every single place; the US is an absolute mess; and plenty of extra causes.
“San Francisco is simply too costly for anybody to go to aside from the wealthy”
Mike Rose
“Pile that on high of the fairly frankly CRAZY badge costs for the present, and it is simply completely not been price going in any respect. Which feels horrible to say, as a result of it used to be such a significant place to me… however let’s be sincere, capitalism received.”
He additionally finds the rebrand complicated. “I’ve checked out this Festival of Gaming factor twice now, and each occasions, I simply had no thought what I used to be . I am not totally positive what is definitely new. Perhaps it is masses and I am not understanding it, but it surely reads to me like they know their numbers are dropping, so that they’re attempting to splash a brand new coat on it, and hope individuals neglect about all the issues. When actually, everyone knows that the reply is ‘go someplace else’ – San Francisco is simply too costly for anybody to go to aside from the wealthy. If you would like the complete industry to go to your occasion, go someplace they will really afford.”