“Highguard Skips Sponsorship Fee for Notorious Game Awards Finale Slot”
Highguard, a new hero shooter from the developers behind Apex Legends and Titanfall, recently sparked interest at The Game Awards. Speculation arose that the game paid a significant sponsorship fee for its high-profile finale slot. However, new reports suggest otherwise.
Highguard’s Finale Slot at The Game Awards
Two sources have confirmed that Highguard did not pay for its coveted slot. Instead, showrunner Geoff Keighley had a genuine interest in the game and extended the opportunity to its developers. This decision received mixed reactions, as the reveal was not well-received by the audience.
Public Reaction and Criticism
Following the game’s reveal, many criticized Keighley for his choice. Some accused him of “sending the game out to die,” but this seems unjustified. Ultimately, it was up to the developers at Wildlight to accept the opportunity.
- Highguard releases on January 26, 2026.
- No major marketing push has occurred prior to release.
- There are rumors of another game possibly vacating the finale spot.
Marketing Strategy Concerns
The marketing strategy for Highguard raises eyebrows. Starting a promotional campaign just a week before launching is unconventional. It would have been beneficial to showcase characters and gameplay modes prior to release.
The game features a “raid”-based shooter design, focusing on territory conquest. Despite being a free-to-play title, there is concern about perceived generic elements in the trailer. The saturation of hero shooters makes carving out a unique identity crucial for success.
Looking Ahead
There is no definitive outlook on Highguard’s success or failure at this point. The marketing approach and audience anticipation will play vital roles in determining its fate. Fans await a major preview event scheduled for next week, which may shed light on this promising title.
As of now, the idea that Highguard overspent on its Game Awards slot has been debunked. Updates from Wildlight may provide further insights into their strategies leading up to the launch.
