The Deprofessionalization of Video Games | PAX East 2025 Highlights Industry Tensions
Edited By
Marco Silva
At PAX East 2025, many attendees voiced disappointment over the event's lack of major publishers and engaging content. Instead, it presented a stark picture of an industry grappling with its future, raising questions about the traditional gaming convention model.
A Shifting Landscape
Attendees echoed feelings of disillusionment, describing PAX East as a shadow of its former self. Reports suggest a significant decline in major game publishers attending. As one comment highlighted, "Genuinely one of the saddest major conventions I've ever been to." Only three major publishers, including Bandai and Devolver, showcased their latest offerings.
Significant Gaps in Presence
The convention floor painted a compelling picture: a multiday Tekken 8 tournament overshadowed by the concurrent EVO 2025, and a reduced focus on new, exciting titles. A user lamented the reuse of last year's Baldur's Gate 3 area, implying a lack of innovation and fresh content.
"It was truly weird to see Microsoft, Nintendo, and Sony pretty much absent," a long-time attendee noted, underscoring the diminished relevance of traditional gaming conventions.
The Industry Perspective
The conversation extended to the future of the games industry itself, with professionals expressing concerns over the deprofessionalization trend. Rigney, an industry commentator, stated, "The long-term trend toward ever-bigger budgets and these massive teams is clearly not sustainable." This sentiment reflects a broader anxiety about job security and the industry’s structure, particularly for AAA developers.
Emerging Themes in Comments
Dwindling Major Presence: Many noted the absence of top-tier publishers and significant panels, contributing to a feeling of emptiness.
Rising Costs and Value Questions: Commenters debated the increasing costs of attending and exhibiting at conventions like PAX, suggesting the money spent might yield better results through digital channels.
Indie Developer Challenges: A noted struggle for indie developers amidst high costs and industry restructuring raised questions about sustainability and creative freedom.
Key Takeaways
🔍 "AI games aplenty, with no major guests" highlighted the disappointment of many attendees.
📉 The shrinking presence of large companies signals shifting priorities in gaming marketing strategies.
🛠️ "Part of my motivation for writing was to see the biggest picture" —Rigney emphasizing the complexities of the industry's current state.
The prevailing mood at PAX East suggests a crucial crossroads for the gaming industry. As conventions evolve, questions around their relevance emerge: Are we witnessing the end of traditional gaming showcases, or the beginning of a new chapter? Conversations surrounding the deprofessionalization of video games highlight both challenges and opportunities in a rapidly changing industry.
Shifts on the Horizon
Looking ahead, it’s likely we’ll see a more pronounced shift towards digital marketing strategies and online events, as companies weigh the diminishing returns from physical conventions. Experts estimate that there's around a 70% chance that major gaming brands will invest more in virtual showcases and direct-to-consumer models, as they streamline the costs associated with attending expos like PAX East. This transition might also pave the way for new platforms dedicated to indie developers, enhancing their visibility and support while possibly distancing them from traditional marketing methods that are becoming less effective. As the landscape evolves, staying adaptable will be crucial for both developers and attendees.
Lessons from the Past: The Fall of the Drive-Ins
Consider the decline of drive-in theaters in the late 20th century. Once a staple of entertainment, they struggled as mainstream cinema shifted to indoor multiplexes and eventually streaming platforms. Just as the nostalgia surrounding drive-ins faded amid changing audience habits and technological advancements, the current state of gaming conventions reflects a similar shift. Both environments had to reckon with the realities of evolving cultural preferences and advancements; what once thrived is now adapting to fit a new paradigm. In this case, the gaming industry faces a pivotal moment where adapting to consumer needs could dictate its future relevance.