The rising cost of marketing in the video game industry has prompted one independent studio to take matters into its own hands. Bulkhead, the developer behind the upcoming Steam Early Access title Wardogs, revealed that they were quoted $300,000 for a 60-second trailer slot in a major gaming showcase.

Facing this significant expense, Bulkhead CEO Joe Brammer and UI/UX designer Howard Philpott decided to develop their own event, The FPS Games Show, dedicated entirely to first-person shooter titles. This initiative aims to provide a more accessible platform for developers within the genre.

Brammer explained that when looking for opportunities to promote Wardogs, the available showcases presented a financial barrier. "We didn't exactly fancy paying $300,000 for a 60-second slot," Philpott stated, noting that such slots would place their game alongside major, celebrity-endorsed titles, potentially diminishing its visibility. While the specific showcase was not named, the timing and proximity to Wardogs' September 10 Early Access launch suggest Gamescom's Opening Night Live as a likely candidate, though other major events like Summer Game Fest were also considered.

This quoted fee is notably lower than the $450,000 reported by Kotaku for participation in The Game Awards late last year. The discrepancy raises questions about potential variations in pricing between different showcases, price fluctuations over time, or even customized rates based on the game or client.

The idea for The FPS Games Show reportedly emerged during an alpha test for Wardogs. "We were just playing one of our alpha tests and when we finished, I just rang you and went, 'Hey, I've got this idea: what if we just set up our own show?'" Brammer recounted. The concept quickly gained traction, with studios behind games like Beautiful Light, Escape From Tarkov, Gray Zone Warfare, and even Ubisoft with Rainbow Six Siege expressing interest in participating.

In contrast to the commercial showcases, The FPS Games Show requires no fees for inclusion. "No money's been exchanged, this is all just off the passion of we all make and love FPS games right?" Philpott said. The sole requirement for participation is that the game must be an FPS and offer exclusive content for the show. Brammer further elaborated that this passion-driven approach was the only rule.

Philpott offered a subtle critique of larger events, describing The FPS Games Show as "a proper showcase. No cringey skits or live music, just FPS games from FPS devs for FPS players." The event is scheduled to stream live on Twitch on Thursday, September 3, at 2 p.m. ET.