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GameTrailers

GameTrailers was an brand dedicated to video content, founded on March 25, 2002, by Geoff Grotz and Brandon Jones in . The platform initially focused on aggregating and hosting official game trailers but expanded to include in-depth reviews, news coverage, interviews, and original programming such as like Invisible Walls and GT Countdown. In November 2005, GameTrailers was acquired by Networks, a division of Viacom, which integrated it into broader gaming initiatives including the Spike TV series GameTrailers TV (formerly Game Head). This ownership shift enabled significant growth, with the site becoming a prominent destination for high-production-value video content during the rise of online gaming media in the mid-2000s. The brand changed hands again in June 2014 when Viacom sold GameTrailers, along with Addicting Games and Shockwave, to in exchange for a minority stake, leading to staff reductions and a pivot toward strategies. On February 8, 2016, shut down the GameTrailers website after 13 years of operation, citing shifts in the digital media landscape. Following the closure, IGN Entertainment acquired the GameTrailers brand, intellectual property, and YouTube channel in May 2016, archiving over 25,000 videos and repurposing the channel as a dedicated outlet for new game trailers, announcements, and reveals. As of November 2025, the YouTube channel remains active under IGN, regularly uploading content from events like State of Play and Gamescom, while preserving the site's historical library.

History

Founding and Early Years

GameTrailers was founded on March 25, 2002, by Geoffrey R. Grotz and Brandon Jones in . The duo launched the site from a , aiming to create a dedicated platform for in an era when high-speed was still gaining traction among consumers. At the time, connections were emerging, enabling the delivery of higher-quality video content that had previously been limited by dial-up speeds and file-sharing limitations. The initial focus was on aggregating and hosting high-quality game trailers and footage from publishers, filling a gap in the online gaming media landscape where such content was difficult to access reliably over the internet. Early operations faced significant challenges, including the technical hurdles of video streaming on nascent broadband infrastructure, which often resulted in buffering issues and low-resolution playback, as well as competition from established gaming portals like IGN and GameSpot that dominated text-based news and previews. To bolster leadership, the company made key hires, including Jon Slusser as CEO, who brought experience from Hornet Animation and helped steer operations, and Shane Satterfield as editor-in-chief in 2005 shortly after the MTV acquisition, contributing to content strategy. Through strategic partnerships with game publishers, GameTrailers secured exclusive trailers and footage, driving rapid growth by serving 4-6 million videos per month by late 2004. These collaborations not only expanded content offerings but also positioned the site as a go-to destination for promotional media amid the rising popularity of online video. In 2005, the platform began venturing into original content production with shows like GT Weekly.

Acquisitions and Expansion

In November 2005, MTV Networks, a division of Viacom Inc., acquired substantially all assets of GameTrailers LLC, including its popular website, for an undisclosed amount, integrating the platform into its broader media portfolio to capitalize on the growing online gaming audience. This move allowed GameTrailers to leverage Viacom's resources for enhanced production capabilities while maintaining its focus on video game trailers, reviews, and related content. Under Viacom's ownership, GameTrailers experienced significant operational growth, expanding its staff from a small founding team to approximately 60 full-time employees by 2014 to support increased content output and technical infrastructure. The platform extended its international presence through partnerships, such as a 2006 distribution deal with Game One, France's leading gaming television channel, marking its first major overseas syndication effort and broadening access to European audiences via MTV Networks' global channels. In 2007, GameTrailers launched original programming initiatives, including exclusive rights to ScrewAttack's fan-favorite series like The Angry Video Game Nerd, which diversified its offerings beyond trailers to include community-driven shows. That same year, it introduced mobile expansion with the "Go Gaming" series and a dedicated mobile video channel, enabling on-the-go access to content and foreshadowing broader digital syndication strategies. From 2006 to 2013, GameTrailers secured key syndication deals to amplify its reach, notably a multi-year partnership with Microsoft announced in December 2007, which distributed its video content across Xbox platforms and other digital outlets, contributing to heightened visibility during major events like E3. These efforts peaked in audience engagement around 2010, exemplified by over 6 million unique visitors during the week of E3 2010 coverage, underscoring the site's scale within the gaming media landscape. In June 2014, Viacom sold GameTrailers, along with Addicting Games and Shockwave, to as part of a that also granted Viacom a minority stake in the buyer, aiming to refocus on core assets amid shifting digital priorities. The acquisition, announced on June 9, led to immediate layoffs just days later, affecting half to two-thirds of the full-time staff—reducing the team to about 20 employees—to align with 's leaner operational model. This transition marked the end of Viacom-era expansions and shifted GameTrailers toward a more streamlined, multi-platform digital entity.

Shutdown and Transition

On February 8, 2016, GameTrailers announced its closure after 13 years of operation, attributing the decision to parent company Defy Media's financial challenges and the rapidly shifting digital media environment, where platforms like and had intensified competition for content audiences. The announcement, posted via the site's official channels, marked the end of production, with the team hosting a final Twitch stream that evening to bid farewell to viewers. In the immediate aftermath, GameTrailers' website was redirected to its YouTube channel, preserving access to the existing video archive while halting all new original content creation. This transition reflected broader industry pressures, as ad revenue models struggled against user-generated and live-streaming alternatives that offered more direct engagement with gaming communities. The shutdown significantly impacted the staff, with most employees facing layoffs or departures, building on earlier reductions that had already diminished the team since Defy Media's 2014 acquisition. Three months later, on May 17, 2016, Entertainment acquired the GameTrailers brand and its content library, ensuring the channel's continued operation and archival preservation without immediate plans for revival under new ownership. This sale provided a measure of continuity for the site's legacy amid Defy Media's ongoing restructuring efforts.

Content and Programming

Trailers and Reviews

GameTrailers, launched in 2002, centered its mission on aggregating and premiering trailers, footage, and developer interviews, offering to promotional materials that shaped fan anticipation for upcoming releases. The platform quickly became a hub for exclusive content, securing world-first reveals through partnerships with major publishers including and , which provided advance access to high-profile titles' marketing assets. These collaborations enabled GameTrailers to host debut trailers and extended segments, often before broader distribution, fostering its reputation as a for gaming previews. Complementing its trailer curation, GameTrailers developed a robust review system that emphasized video-based critiques, assigning numerical scores out of 10 to evaluate , , and technical aspects. Initially incorporating some text elements, the format shifted predominantly to reviews by 2005, featuring hosted segments with on-screen analysis and footage integration for immersive assessments. Over its run, the produced 183 such reviews, averaging 7.9 out of 10, with a focus on major franchises to guide consumer decisions. Notable examples highlight the system's impact: earned a 9.8/10 in 2007 for its refined multiplayer modes and cinematic campaign, while received 9.8/10 in 2013 for its vast open-world design and narrative depth. These scores reflected GameTrailers' emphasis on and polish in blockbuster releases, though the platform occasionally drew criticism for perceived inconsistencies in evaluation. The process was not without , as GameTrailers faced repeated accusations of scoring bias, particularly favoritism toward Xbox 360-exclusive titles, which some observers linked to editorial preferences during console generation rivalries. Such claims surfaced in analyses of comparative reviews, underscoring broader debates on objectivity in gaming media. During the Viacom ownership era, these core reviews occasionally intersected with for enhanced production values.

Original Web Series

GameTrailers launched its first original , GT Weekly, in August 2005 as an interactive online TV program focused on news, trailers, behind-the-scenes footage, interviews, and event coverage, with episodes premiering every Thursday and allowing viewers to customize segments. Hosted initially by Amanda MacKay, the show provided a weekly roundup of industry developments and often integrated recent game trailers into its segments. In March 2007, amid a partnership with the French gaming channel Game One, GT Weekly was rebranded as GameOne, expanding to bi-weekly episodes with segments like "The " for discussions, "Community Watch" for user submissions, "Special Features," and "Beyond the Headlines," co-hosted by MacKay and Daniel Kayser. A flagship series, Invisible Walls, debuted on March 14, 2008, as a video hosted primarily by Shane Satterfield alongside co-hosts such as Marcus Beer and later Ryan Stevens, delivering in-depth discussions on news, rumors, and trends over 284 episodes until its conclusion on , 2014. The show emphasized analytical breakdowns of publishing deals, developer insights, and market shifts, fostering a conversational tone that highlighted insider perspectives on the evolving gaming landscape. GameTrailers expanded its original programming with additional web series that showcased diverse formats. GT Countdown featured top 10 lists on topics ranging from best game soundtracks to most anticipated releases, blending editorial picks with visual montages of footage. Bonus Round offered round-table debates on contentious issues like console wars and philosophies, often featuring industry analysts and developers as guests. The Final Bosman, hosted by Kyle Bosman from onward, delivered humorous sketches and satirical commentary on gaming culture, events, and tropes through exaggerated narratives and pop culture references. Shorter GT TV segments provided quick-hit previews and opinions, tying into the site's core trailer content. These series distinguished themselves through a production style that infused gaming media with irreverent humor, high-profile celebrity guests like and Michael Pachter, and strong community engagement via user polls, submissions, and interactive elements that encouraged viewer participation. Episodes frequently incorporated exclusive trailer reveals and clips to maintain relevance to GameTrailers' video library, creating a seamless blend of entertainment and information. Most original web series ceased production by 2016, coinciding with budget constraints at parent company that ultimately led to the site's full shutdown in February of that year.

Television and Broadcast Productions

GameTrailers ventured into traditional television through the production of , a collaboration with Spike TV under Viacom's Networks. The show premiered on January 25, 2008, as a 30-minute weekly magazine-style program hosted by video game journalist , focusing on news, previews, and industry developments. The format was tailored for broadcast audiences, featuring segments on upcoming titles, exclusive trailer premieres, and interviews with developers and industry figures, often incorporating live elements during major events like E3. Episodes aired Friday nights in various late-night slots on , emphasizing high-production value content that bridged and linear . The program secured syndication deals, with episodes broadcast on G4 in the United States and through MTV networks such as Tr3s for broader reach, including some international distribution in Canada and select markets. It ran regularly until approximately 2012, with the final season concluding in 2013. During Viacom's ownership of GameTrailers from 2006 onward, the TV show facilitated with the website, driving traffic between online trailers and broadcast episodes to enhance audience engagement across platforms.

Legacy and Impact

Staff and Successor Ventures

GameTrailers was co-founded in 2002 by Geoffrey R. Grotz and Brandon Jones, who established the site as a dedicated platform for high-quality trailers and content. Grotz, an early visionary in online media, contributed to the initial technical and creative setup before stepping back, leaving Jones to lead operations as the site's primary artist and . Jones, known for his distinctive narration style, became a central figure in GameTrailers' branding throughout its 13-year run. Among the long-term staff, Shane Satterfield joined as in the mid-2000s, overseeing content strategy and production during the site's expansion under MTV Networks and Viacom. Ray Carsillo contributed as a reviewer and on-air personality, delivering insightful commentary on titles through shows like Invisible Walls and live event coverage. These individuals helped shape GameTrailers' reputation for polished, enthusiast-driven gaming journalism. Following the site's shutdown in February 2016, a core group of former staff, led by co-founder Brandon Jones, formed Easy Allies on March 21, 2016, as an independent, subscription-based gaming media collective supported by . The venture included nine alumni such as Jones, Kyle Bosman, Daniel Bloodworth, and Michael P. Huber, aiming to preserve GameTrailers' focus on reviews, previews, and community engagement without corporate oversight. Easy Allies quickly built a dedicated audience through weekly podcasts, reaction videos, and hands-on coverage of events like and . Other staff pursued diverse paths post-closure; Satterfield launched SIFTD Games in 2016, an independent content curation platform emphasizing video essays and industry analysis. Carsillo transitioned to freelance work, including contributions to and streaming, while maintaining a focus on and pop commentary. A smaller number of employees integrated into IGN's operations following the brand's acquisition, though most opted for entrepreneurial or freelance routes. Easy Allies has sustained operations into 2025, producing flagship content like the Easy Allies Podcast, which reached its 500th episode in November 2025, covering industry news, previews, and listener Q&A. Early original series include the trivia-based game show , which premiered on March 19, 2019, and featured contestants battling virtual monsters through gaming knowledge challenges, with revivals and special episodes continuing to draw viewers. The group's model emphasizes creator ownership, funding expansions like a dedicated studio in 2019. The alumni of GameTrailers have significantly influenced modern gaming media, with figures like Jones and Bosman pioneering Patreon-supported independents that prioritize authentic voices over ad-driven metrics. Their transition to platforms like and has inspired a wave of creator-led outlets, fostering deeper community ties in an era of fragmented digital content.

Post-Shutdown Developments

Following the 2016 acquisition by IGN Entertainment, the GameTrailers website was discontinued, but IGN maintained the YouTube channel to preserve its extensive archive of over 48,000 videos while introducing new content focused on game trailers and announcements. The channel, which serves as IGN's dedicated hub for the latest gameplay footage, cinematic reveals, and industry event highlights, has remained active without a full revival of the original site. As of November 2025, the GameTrailers YouTube channel boasts approximately 1.22 million subscribers and continues to upload curated trailers tied to major events, such as the State of Play showcases, Summer Game Fest, and Gamescom, often integrating coverage from IGN's own productions like IGN Fan Fest and IGN Live. In the 2020s, the channel has undergone subtle updates, including enhanced integration with IGN properties for cross-promotional event trailers, reflecting broader industry transitions toward streaming platforms where trailer aggregation has become central to audience engagement on YouTube and Twitch. Currently, the GameTrailers brand persists primarily through this presence, emphasizing trailer curation and archival access rather than producing original programming, thereby sustaining its legacy as a key resource for marketing materials amid evolving trends.

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