Uploaded January 2026 | Updated September 2026, 1 week ago
Highguard closed The Game Awards to near-universal hostility. Then the devs went dark. Here's what's actually going on.
Join us at http://bellular.games for early access content, 20 editions of 'Loading Screen' a month and to support our team!
00:00 Already Dead?
00:47 The $1M Slot
02:38 That They Didn't Pay For
04:17 Why They Went Dark
07:36 The 141 Hour Problem
10:06 It Drops In Days
Sources:
insider-gaming.com/highguard-dead-on-arrival-gamers-fear-a-flop
gamingbible.com/news/titanfall-devs-new-game-concord-2-comparison-183189-20251212
thegameawards.com/news/the-game-awards-breaks-viewership-record
https://x.com/UltimaShadowX/status/2011669224079704167
forbes.com/sites/paultassi/2026/01/17/highguard-did-not-pay-for-its-infamous-game-awards-finale-slot
https://x.com/_Tom_Henderson_/status/2012232218945433940
https://x.com/_Tom_Henderson_/status/2009399361701130622
gamesight.io/reports/form-performance-marketing-report-Q1-2026
gamedeveloper.com/business/data-suggests-your-game-should-cost-between-20-and-40
Highguard closed The Game Awards to near-universal hostility. Then the devs went dark. Here's what's actually going on.
Join us at http://bellular.games for early access content, 20 editions of 'Loading Screen' a month and to support our team!
00:00 Already Dead?
00:47 The $1M Slot
02:38 That They Didn't Pay For
04:17 Why They Went Dark
07:36 The 141 Hour Problem
10:06 It Drops In Days
Sources:
insider-gaming.com/highguard-dead-on-arrival-gamers-fear-a-flop
gamingbible.com/news/titanfall-devs-new-game-concord-2-comparison-183189-20251212
thegameawards.com/news/the-game-awards-breaks-viewership-record
https://x.com/UltimaShadowX/status/2011669224079704167
forbes.com/sites/paultassi/2026/01/17/highguard-did-not-pay-for-its-infamous-game-awards-finale-slot
https://x.com/_Tom_Henderson_/status/2012232218945433940
https://x.com/_Tom_Henderson_/status/2009399361701130622
gamesight.io/reports/form-performance-marketing-report-Q1-2026
gamedeveloper.com/business/data-suggests-your-game-should-cost-between-20-and-40






![Investors Wanted In-Game Ads. EA Just Shipped Them...
Investors wanted ads inside games. EA has now launched the platform to make that real. Most players don’t keep spending after buying the game, so publishers are looking at another customer entirely: the brands who want access to you. That can be harmless when it fits the world. It can also get grim very quickly.
Join us at http://bellular.games for early access content, 20 editions of Loading Screen a month and to support our team!
00:00 EA Just Shipped It
01:05 The Freeloader Problem
02:53 Where Brands Come To Play
05:19 Bond, [Advert Here] Bond
10:14 The Line They Can’t Cross
Sources:
https://www.fool.com/earnings/call-transcripts/2024/05/07/electronic-arts-ea-q4-2024-earnings-call-transcrip/
https://www.gamedeveloper.com/game-platforms/iga-launches-in-game-ads-for-ea-s-i-burnout-paradise-i-
https://thecybersecguru.com/news/rockstar-games-snowflake-breach/
https://gtaforums.com/topic/1004190-gta-vi-delayed-to-november-19-2026/page/580/#comment-1072663072
https://www.matthewball.co/all/presentation-the-state-of-video-gaming-in-2026
https://www.businesswire.com/news/home/20260615782397/en/Electronic-Arts-Introduces-EA-Advertising-Launching-Brands-Directly-Into-Gameplay-and-Live-Experiences
https://www.ea.com/en/games/the-sims/the-sims-4/news/lady-bridgerton-kits-and-event
https://www.coca-cola.com/gb/en/offerings/zero-caffeine-anytime-refreshment
https://www.eurogamer.net/in-one-trailer-io-interactive-has-totally-proven-it-gets-bond-and-its-all-about-the-salivating-consumerism
https://www.theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground
https://x.com/NBA2K/status/1318618431848026112 Investors Wanted In-Game Ads. EA Just Shipped Them...](https://i.ytimg.com/vi/VqeYfghWxk4/mqdefault.jpg)
![They Used AI For Crazy Taxi. Players Torched It.
AI generated content used to be a shovelware problem. Now its turning up in real, full-price AAA games, and Steams disclosure labels are the reason we can prove it. The stranger part is that a lot of the developers behind it genuinely dont understand why players feel betrayed.
Join us at http://bellular.games for early access content, 20 editions of Loading Screen a month and to support our team!
00:00 You Werent Imagining It
00:40 Caught In The Showcases
02:09 Presenting: Cr[AI]zy Taxi
04:37 The International Divide
08:35 Whos Taking Advantage
11:18 Uncertain Times
Sources:
https://store.steampowered.com/app/3558670/Tomb_Raider_Legacy_of_Atlantis/
https://www.polygon.com/tomb-raider-legacy-of-atlantis-ai-amazon-explanation/
https://x.com/Northern_Child/status/2063584669908512844
https://x.com/PanacheDGames/status/2064464778723008537
https://x.com/DanielOlimac/status/2063132307305714145
https://x.com/MGecko117/status/2063167591409918351
https://bsky.app/profile/tracker-td.bsky.social/post/3mnuoepz3fc2v
https://kotaku.com/vampire-survivors-studio-reviewing-future-fortnite-collab-after-epics-genai-annoumcents-2000707634
https://store.steampowered.com/app/2924540/Crazy_Taxi_World_Tour/
https://bsky.app/profile/neo.yokohama/post/3mns67loivk2r
https://bsky.app/profile/brianpshea.bsky.social/post/3mnpwvfhogc25
https://kotaku.com/crazy-taxi-ai-generated-assets-steam-disclosure-sega-2000703805
https://bellular.games/have-larian-successfully-fumbled-generated-goodwill/
https://x.com/party_animals/status/2054417230428074225
https://x.com/party_animals/status/2054915050201297372
https://x.com/party_animals/status/2056710980751765726
https://bsky.app/profile/zhugeex.com/post/3mnpsfnbkps2t
https://www.gamesindustry.biz/39-of-gamers-in-china-are-interested-in-generative-ais-application-in-games
https://www.reuters.com/world/asia-pacific/south-koreas-lee-says-success-business-should-be-shared-plans-surplus-tax-2026-06-08/
https://chinai.substack.com/p/chinai-331-chinese-public-perceptions
https://bsky.app/profile/samfr.bsky.social/post/3mns4ttrf3k2b
https://www.pewresearch.org/short-reads/2026/03/12/key-findings-about-how-americans-view-artificial-intelligence/
https://hai.stanford.edu/ai-index/2025-ai-index-report
https://www.pcgamer.com/gaming-industry/famous-game-director-fumito-ueda-says-his-studio-does-not-use-ai-for-game-development/
https://www.thegamebusiness.com/p/the-new-paramount-games-isnt-like
https://www.pcgamer.com/games/action/the-curse-of-mixed-is-broken-suda51-and-swery65s-hotel-barcelona-claws-its-way-to-mostly-positive-on-steam-after-hail-mary-patch-and-scrubbing-ai-assets/
https://www.segasammy.co.jp/cms/wp-content/uploads/pdf/en/ir/20251203_q2_major_QA_e.pdf They Used AI For Crazy Taxi. Players Torched It.](https://i.ytimg.com/vi/VwIiCpVs51c/mqdefault.jpg)


