The show is infamous for its marketing tie-in with Schick razor blades. With the addition of streaming to Asian audiences, the broadcast saw a total viewership of about 3.8 million, an increase of 65% from the 2015 show. Breath of the Wild was also featured in the pre-show. Among games shown during the broadcast included Mass Effect: Andromeda, The Walking Dead: A New Frontier, Prey, The Legend of Zelda: Breath of the Wild, Shovel Knight: Specter of Torment, Halo Wars 2, Death Stranding, Dauntless from Phoenix Labs, a Bulletstorm remaster, Telltale's Guardians of the Galaxy, LawBreakers, Warframe, Assassin's Creed: The VR Experience, and clips from the 2016 Assassin's Creed film. Prior to the event, Keighley stated that the show would have less reliance on computer generated (CGI) trailers and more on in-game footage, which was due to the effect of No Man's Sky 's misleading marketing earlier in the year. The event included new gameplay videos for several upcoming games. The event featured live performances by Run The Jewels the Doom soundtrack by Mick Gordon, and Rae Sremmurd. Keighley served at the host of the live event from the Microsoft Theater in Los Angeles. Keighley identified that with China's ban on video games having been lifted in 2015, it has become one of the fastest growing markets for video games, and obtained the Tencent deal was "really an experiment" to see how well the awards presentation would be taken there. Keighley and other event organizers worked with Tencent QQ to have the show livestreamed and translated for Chinese viewers using Tencent's QQ and WeChat clients, and to participate in the Fans Choice Awards the two services combined had potential for more than 1.5 billion additional viewers.
For the first time, the YouTube stream included options for virtual reality and 4K resolution. The Game Awards broadcast was streamed on Decemat 5:30 pm PST across several video sharing sites, including YouTube and Twitch, as well as on the gaming services Xbox Live, PlayStation Network, and Steam. 3 Games with multiple nominations and awards.
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