Future turns Golden Joysticks into games showcase

Changes are afoot for the 2011 Golden Joystick Awards.
Future Publishing this year will offer publishers the chance to unveil new content during the event.

It mirrors similar opportunities available to firms at the Spike Video Game Awards in the US. Last year Mass Effect 3, Uncharted 3 and more were shown for the first time there.

At the Joysticks publishers can also showcase their IP at the aftershow party and champagne reception.

With 2012 being the 30th anniversary of the Golden Joystick Awards, we’ve seen 2011 as ideal timing to introduce some new elements,” said associate publisher James Kick.

The Golden Joystick Awards will always be about celebrating the best games of the year to date. But with the entire games industry in attendance and thousands of gamers online during the show, we’re aiming to give them something forward-looking to get excited about, too. So we’re allowing publishers to use the Awards and all its media attention as a launchpad for their new IP.

"This can be done through experiential opportunities during the champagne reception or aftershow party, and through a limited number of content reveal slots during the ceremony.”

This year’s Golden Joysticks has also partnered with GamesMaster magazine, while the website and voting process has also been revisited.

Future’s editors will now select the shortlist, which will be longer than in previous years. This will be announced in late July and then opened to the public. Social media is being used to drive consumer engagement for the event.

The GamesMaster Golden Joystick Awards will take place at the Westminster Bridge Park Plaza on Friday, October 21st. Table sales are now open, priced at 2,900 for a table of ten.

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