23 Daily — According to gamesindustry.biz, PR and influencer marketing platform PressEngine has announced the launch of The Pre-Show, an in-person event slated for November 26, 2026, in London. The event aims to connect game developers directly with media and content creators, previewing games launching within the next 12 months. More than 150 specialist and mainstream journalists and content creators are expected to attend.

The Pre-Show addresses drawbacks of all-digital showcases with face-to-face engagement

PressEngine positions The Pre-Show as an alternative to exclusively digital showcases, which it argues reduce hands-on time with games and cluster coverage around seasonal festivals. Co-founder Gareth Williams stated, "Our industry has become too reliant on digital broadcasts and remote previews, which ultimately reduce authentic engagement for both creators and journalists." He emphasized that digital streams cannot replace the spark of sitting side-by-side with a developer, playing a build, and building rapport and relationships. Williams added that every game at the event will receive equal exposure.

Ready-made setups ease participation; developers only need to bring their games

PressEngine offers exhibitors a turnkey setup, meaning developers need only bring their games to participate. However, space is limited, so interested developers should register early. Guillotine is responsible for content creators, Renaissance PR manages media, and Odd Squad Events organizes the event itself.

Editor's take: Enhancing direct developer-media connections to meet industry needs

The launch of The Pre-Show highlights the gaming industry’s desire for face-to-face interactions, especially after the prevalence of digital events post-pandemic. This event supplements the shortcomings of online showcases by providing authentic and in-depth game presentations. For developers, it offers an opportunity to stand out amid intense media competition. The success of this initiative can be measured by the volume and quality of media and creator coverage following the event, as well as changes in exposure and player community feedback.