Former Twitch Director Explains The Game Awards' Success

Former Twitch director Marcus "djWheat" Graham believes The Game Awards became a major global gaming event partly because it embraced content creators and co-streaming instead of relying on traditional broadcasting models.

In an interview with Eldorado.gg, Graham recalled encouraging The Game Awards creator Geoff Keighley to allow streamers to broadcast the ceremony alongside their own audiences.

He argued that giving creators access to major events generates additional exposure, encourages discussion, and helps reach viewers who might not watch the official broadcast.

Graham also criticized the esports industry's slow adoption of co-streaming, suggesting that publishers and tournament organizers spent too much time trying to replicate traditional sports broadcasting.

Companies such as Riot Games and Blizzard, alongside major tournament organizers, initially focused on exclusive broadcasting rights rather than allowing creators to share their events more widely.

Graham believes that expecting streaming platforms to pay millions of dollars for exclusive esports rights was an approach unlikely to succeed on a large scale.

He also recalled how co-streaming gained momentum during E3, when Twitch allowed creators to rebroadcast its coverage of major gaming presentations.

The Game Awards has since become one of gaming's biggest annual broadcasts, combining awards, world premieres, and new game announcements.

The event continues to encourage co-streaming, allowing content creators to share the ceremony with their communities.

The Game Awards 2026 is scheduled for December 10 at the Peacock Theater in Los Angeles.