Award shows: You love them, you love to hate them. They include a certain amount a pomp and circumstance, drama and celebrity associated with the annual televised recognition of merit.
With all this in mind, Viacom, the company behind the glittery, bombastic MTV Video Music Awards, is throwing out the rulebook when it comes to award shows as it rethinks Spike's annual video game award show. The newly rebranded VGX airs live Saturday at 6 p.m. ET on more than a dozen digital platforms.
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"I'll be honest, it's terrifying," said Casey Patterson, executive vice president of talent development and studio relations at Viacom. "All the stuff we use for awards shows is all trickery. You'll have pyrotechnics and big name celebrities and tributes, all things to distract the viewers from the content. It's very scary for someone who makes TV to let go of all those things and really just let it be about the content — to be about the games."
Patterson has orchestrated the Spike Video Game Awards since its first show 11 years ago. She describes the development as "doing the trendy thing at the time by having the Hollywood image of the award show, with celebrities and the like."
It turns out, gamers aren't really into celebrities. To clarify, Patterson said the gaming audience can quickly whether if a celebrity has been brought in just because of his status and not because of his knowledge or passion about video games. The audience lets Spike know exactly how little they appreciate that.
"The great thing about the Internet is we hear from our fans every day. We get it from both ends, the good and the bad," Patterson said.
So goodbye, presenters. Goodbye, confetti cannons. And goodbye, cable TV. This new VGX award show will focus on interviews with game makers, whom Patterson said are the real celebrities of the event, as well as announcements and demos of upcoming games.
The decision to ditch the television bread-and-butter wasn't made without consulting research, said Erik Flannigan, Viacom's executive vice president of multiplatform strategy and development. Spike's VGAs were simulcast last year through its website and on the Xbox 360, and Flannigan said half the total audience watched through digital platforms.
"When we're looking at key demographic of males between 12 and 34, we know when they come home they turn on their consoles first," Flannigan said. "We've also moved so far from assuming who gamers are. Any guy under 40 is a gamer. These consoles are in every home. "
Thus, the VGX award show will stream on the Xbox 360, PlayStation 3 and the just-released Xbox One. It will also stream on Hulu, Yahoo Screen, Twitch and Viacom websites such as Comedy Central, MTV, MTV2 and Spike. Pre-show activities will start streaming on the morning of Dec. 7 on VGXLive.com. The only thing that will air on cable is a VGX highlight reel on Spike on Monday night.
Flannigan said this format offers many benefits; they won't have to worry about going too long or what the lead-in programming will look like. However, these have been replaced with new concerns, mainly how to coalesce a potential audience of millions across so many platforms to ensure they all watch at once. VGX will rely on gamers' passions by bringing them news and information they haven't seen regarding franchises they are passionate about.
In previous years, publishers used the Spike VGAs as a forum to break news about upcoming games. A sequel to Dark Souls was announced in 2012, as well as a new entry to the Metal Gear Solid franchise. Flannigan said publishers with franchises that have dedicated fan bases, or new games with a lot of buzz like Titanfall, will be the key to getting passionate viewers to tune in.
"It's key when we have Titanfall or anyone else coming in VGX that we can light up the right bases and have the publishers get to their audience in real time," he said. "They'll say, 'News is breaking right now, you need to watch to see what we are premiering.'"
To help with that mission, Spike has partnered with Twitter to ensure the right audiences are notified to tune in.
"It's now possible, especially with the distribution footprint we've put together with this show, to potentially reach millions of people on a digital platform, and that was something that was only available before on live TV," Flannigan said.
Other big games that will premiere this year include Remedy's Xbox One exclusive Quantum Break, Double Fine's Kickstarter smash Broken Age, zombie title Dying Light, Tom Clancy’s The Division and The Witcher 3: Wild Hunt. Also appearing on stage will be South Park creators Matt Stone and Trey Parker to promote the upcoming South Park RPG The Stick of Truth.
"We're adding more context to these game announcements," said Geoff Keighley, Spike's head of publisher relations. "The game developers will be interviewed on stage, and we'll have real demos, with gameplay sequences. It's much more than a trailer."
Keighley added that popular YouTube personalities such as PewDiePie and Smosh Games will provide videos for the show.
Following VGX, a special concert will be held outside to celebrate the music of Grand Theft Auto V. Patterson said it differs a lot from typical award show performances, as it has a "block party" feel. Performers come from the game's soundtrack, including A$AP Rocky, The Chain Gang of 1974, Tyler, The Creator, Oh No and The Alchemist.
"It's not a coincidence that we're breaking this down and relaunching it on the same time as the consoles are relaunching, because we can now organically be where it belongs," Patterson said.
The team at Viacom has plans for the shaping the future of VGX around these digital platforms as well as making it an interactive experience that gamers can participate in. Patterson said this year must prove that an all-streaming formula can work.
"We're hoping the people who play games really want what they say they want, which is less of the stuff from someone's else's world," she said. "If you're a gamer, this show is for you, but if you aren't, it won't be."
VGX airs at 6 p.m. ET on Saturday. You can find the complete list of streaming options on VGXLive.
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BONUS: 20 Hot Games for the Holidays
Platform: Xbox One
If your gamer waited in line to grab her Xbox One, you absolutely have to get Dead Rising 3, one of, if not the best game currently available for the system.
Platforms: 3DS, PS2, PS3, PS4, PS Vita, Wii, PC, Xbox 360, Xbox One
For the star athlete who occasionally likes to cuddle up with a console (or, really, any gaming platform -- it's available for everything) opt for FIFA 14.
Platform: PS4
If the PS4 is at the top of your gamer's wish list, she'll love owning this next-gen first-person shooter, exclusively for PlayStation.
Platforms: 3DS, PS3, Wii, Wii U, Xbox 360, PS4, Xbox One
Action figures aren't just for kids. The new Skylanders is available on all consoles and handhelds, and lets you mix and match figures to combine powers.
Platform: Wii U
Super Mario 3D World totally justifies purchasing a Wii U. It's a ridiculous amount of fun, alone or with friends.
Platforms: PS3, Xbox 360
We think there are still a few people left who haven't played the latest installment in the GTA series. If your gamer is one of them, you better make sure to get her up to speed with the rest of the gaming world.
Platform: PS3, Xbox 360, PC, Wii U, PS4, Xbox One
If first-person shooters aren't really her thing, the newest Assassin's Creed is set in the pirate-infested Caribbean.
Platforms: PC, PS3, Wii U, Xbox 360
This is the origin story your gamer deserves. If she played Arkham Asylum or Arkham City, or if she just can't get enough of the Caped Crusader, Arkham Origins is sure to impress.
No console or gaming PC? You can get Batman: Arkham Origins Blackgate for 3DS and Playstation Vita instead.
Platforms: PC, Xbox 360, Xbox One, PS3, PS4
Even if your gamer is a Call of Duty purist, Battlefield 4 is a fresher, more hardcore first-person shooter. It's perfect for the video game junkie who needs a challenge.
Platforms: PC, PS3, Xbox 360, Wii U, Xbox One, PS4
The latest in the massive franchise, Call of Duty: Ghosts is a safe bet if you have no idea what your gamer likes. The series is so popular that at least you know she'll always have someone to play with.
Platforms: PS3, Xbox 360, PC, PS4, PS Vita
For the comic book geek-turned-gamer, this game pits superheroes against one another in one-on-one battles.
Platforms: PC, 3DS, PS3, PS4, PS Vita, Wii U, Xbox 360, Xbox One
Especially great for little ones who want a cool game but shouldn't see all the blood and gore of some on this list, Lego Marvel Superheroes will appeal to young and old gamers alike.
Platforms: PS3, PS4, Xbox 360, Xbox One
How do you know if your gamer will like the new Madden game? Look for any of the 13 previous versions of the game in her collection. See one? Ok, she's probably going to like it.
Platforms: PC, PS3, PS4, Xbox 360, Xbox One
If your game enthusiast is also a basketball fan, look no further. 2K's newest NBA game will make her feel like their part of the action.
Platforms: PC, PS3, PS4, Xbox 360, Xbox One
For the gamer who also has a lead foot, this pick will satisfy her Need for Speed without putting you and other passengers in harm's way.
Platform: 3DS
3DS players who still have their binders and binders of Pokemon cards will love the two newest games, Pokemon X and Y.
Platform: PS Vita
If you want to give your video game nut something unique, Tearaway is a beautiful game that will make full use of the Playstation Vita hardware.
Platform: Wii U
If you actually want to hang out with your gamer this Christmas, pick up Wii Party U and play with her -- it's tons of fun, we promise.
Platform: Wii U
The Wind Waker is light and fun -- perfect for new fans looking to get into the Zelda franchise.
Platform: 3DS
To take Link and friends on the go, grab the new Zelda game for 3DS, A Link Between Worlds.
Image: Kevin Winter/Getty Images