GDC Festival of Gaming: Industry Reactions to the Rebranding

Earlier this year, GDC announced its rebranding as the "GDC Festival of Gaming," sparking speculation about the potential inclusion of consumers in the business-focused event. However, the organizers have since confirmed that the event will remain industry-only. The primary change is the introduction of a new "Festival Pass" that offers entry to the show at nearly half the price of the previous "All-Access" pass, although it does not provide access to the GDC Vault, which hosts digital versions of conference talks. A premium "Game Changer Pass" is also available, offering access to a three-day "Luminaries Speaker Series" aimed at executives, as well as unlocking the GDC Vault and other perks. The event will feature an extended and more varied content program across a whole week, potentially including the return of keynote sessions and new formats. The festival part of the GDC Festival is about broadening the conference without entering the consumer space, according to Mark DeLoura, GDC's Executive Director for Innovation and Growth. Despite the Festival Pass being more affordable, the event remains expensive, with the Festival Pass costing $1,199, discounted to $649 until February 20, 2026, and the Game Changer Pass costing $2,499, discounted to $1,699. Digital access to the GDC Vault and online networking costs $799, with limited options available for start-ups and academics. The GDC founder, Chris Crawford, has suggested that the event is at risk of becoming outdated due to digital networking and events, while others have expressed concerns about traveling to the US and the expense of the show's location in California. Prominent figures in the games industry have shared their reactions to the changes, with some appreciating the efforts to revamp the event and others expressing skepticism about the rebranding and pricing. Some attendees have expressed concerns about the cost and value of attending the event, while others see it as an opportunity to network and learn from industry professionals. The rebranding has also led to discussions about the event's target audience and the potential for a more inclusive and diverse experience. Overall, the GDC Festival of Gaming has sparked a range of reactions from the industry, with some seeing it as a positive step forward and others questioning its direction and value.