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GDC Calls Out Industry Giants: Skipping the Show ‘Sends a Message You Don’t Care About Developers’
October 26, 2025When major companies like Unity, Epic, and Sony skipped last year’s Game Developers Conference, developers noticed. And according to GDC’s executive director of innovation and growth, Mark DeLoura, their absence wasn’t just awkward; it sent a clear signal about priorities.
DeLoura says missing the San Francisco-based GDC expo doesn’t go unnoticed. “As an attendee, I was disappointed not to see Unity and Unreal on the show floor,” he told The Game Business. Remember, DeLoura isn’t just a GDC leader; he’s the guy who launched Sony’s presence at GDC two and a half decades ago. “Not to see Sony on the show floor is just disappointing. I really feel like you’ve got so many developers there, you’ve got to have a front door.”
For DeLoura, it’s about access. GDC is where studios, engine makers, and talent collide. If you aren’t showing up, he says, you might be burning bridges. “You’re not going to find the independent developer who doesn’t already know somebody at your shop, unless you’re there with your door open.”
More Than Just Booths—It’s About Community
Big names often run their own events, keep their own circles tight, and share sensitive info only with close partners. But DeLoura sees the annual conference as the industry’s open house. “Isn’t that the purpose of conferences? Meeting new people. You’ve decided you don’t want to meet new people, I guess. I can’t understand that.”
He’s not blind to the realities, budgets, logistics, internal strategies, and the occasional need for privacy. But he thinks the optics matter. “There’s more to it than that, of course. There are costs, etcetera. But developers get the vibe. If you’re not there, or appear not to be there, are they sure that you care about them? That’s what I don’t understand.”
His stance boils down to loyalty and responsibility. “That’s why I got Sony involved in GDC in 2001. We needed to be there. We needed to be there for the developers. It’s important.” For DeLoura, being visible at GDC isn’t just about brand building; it’s about showing up for the people who build your business.
2026 Revamp: GDC Aims for a More Inclusive Future
The landscape is about to shift. Starting in 2026, GDC is rebranding as the “Festival of Gaming” and promising cheaper tickets, hoping to draw a wider and more diverse crowd of developers.
The board has debated moving the show away from San Francisco, a city known for sky-high costs and safety concerns. But for now, GDC isn’t budging. “Everybody brings it up,” says DeLoura. “It’s absolutely something we talk about. For [doing the event in] the US… it is the centre of the game industry. Wouldn’t you want to be there? And don’t more game developers have the opportunity to come because we’re there?”
There’s no glossing over the expense. “San Francisco is expensive. It’s a pricey place to be. People are concerned about the city’s safety, which has definitely improved in recent years.” But to DeLoura, the benefits of remaining in the heart of the action outweigh the drawbacks. GDC’s location makes it central for North American development, and having everyone under one roof is still the goal.
GDC is betting that by opening the doors wider and making the event more accessible, skipping out will be even harder for any company that claims to value its developer relationships.
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