SXSW 2025 is right around the corner, and if you’re in the gaming industry—or just fascinated by where interactive entertainment is headed—this is an event you don’t want to miss. One of the things I love about SXSW is that it takes place in Austin, Texas, which is a great host city (I may be biased as I have lived there). The downtown area is compact and walkable, making it easy to hop between sessions, networking events, and all the great food spots Austin is known for. Whether you’re grabbing tacos between panels or catching live music after a long day of talks, the city adds so much to the experience.
Difference with singular Conferences and Conventions
The key difference with a festival like SXSW is its multi-layered experience—it’s not just a conference, a convention, or a public event, but a mix of all three. At SXSW, you have the Game Industry Track as part of the conference, where industry professionals attend panels, keynotes, and networking sessions. There’s also a convention hall with exhibitors showcasing new tech, games, and creative projects.
But beyond that, SXSW spills out into the city with publicly accessible events, like gaming tournaments, music performances, film screenings, and brand activations that engage both attendees and the general public.
In contrast, a standalone conference like D.I.C.E. Summit is a much more focused, somewhat industry-exclusive event, emphasizing high-level discussions, networking, and intimate talks among gaming executives and thought leaders. A fantastic event to go to as well if you are a game developer on an agenda to accomplish something great with others in the industry. Meanwhile, a convention like PAX is more consumer-facing, with a strong emphasis on fan experiences, hands-on game demos, and community engagement rather than deep industry discussions.
SXSW sits uniquely between these formats—offering professional development and networking while also embracing a larger cultural festival atmosphere. It’s a place where you can attend a serious business panel in the morning and then find yourself at a pop-up gaming event or a live concert in the evening.
Game Industry Track
I’ve been keeping an eye on the Game Industry Track, happening March 9–11, and the lineup looks fantastic. From deep dives into storytelling and music in games to fast-paced Ignite Talks featuring industry innovators, there’s a ton to take in.
One session I’m particularly excited about is “Supercharging Fandom in Gaming with Music and Storytelling.” It’s all about how narrative and music can create deeper emotional connections with players, and it features an impressive panel: Timothy Salmon (VP at CatFace/Aphmau), Ben Mattes (Creative Officer at Rovio), Linda Stenmark (Musician/Producer at Loving Caliber), and Oscar Höglund (CEO of Epidemic Sound). If you’re into world-building and player engagement, this one’s a must.
Another highlight is the “Ignite Talks: Game Industry” session, a recurring talk at previous shows, where multiple speakers each get five minutes to share bold ideas and insights. These quick-hitting talks are usually packed with fresh perspectives, and they always leave me thinking about the industry in new ways.
Not Just Gaming
SXSW isn’t just about gaming. One of the best things about this event is how it blends different creative fields—tech, music, film, and beyond. I always come away with unexpected insights from panels outside my core focus, whether it’s about AI’s role in content creation, the future of interactive storytelling, or how gaming influences other media.
One great example of gaming’s influence on other media is The Last of Us. Originally a critically acclaimed video game, its deep storytelling, rich characters, and cinematic presentation made it a perfect candidate for adaptation. When HBO turned it into a TV series, it didn’t just follow the typical “game-to-screen” formula—it elevated the storytelling by staying true to the emotional depth of the game while making adjustments that worked for television. The success of the show demonstrated how gaming narratives can drive compelling stories across different mediums, proving that interactive storytelling is just as powerful—if not more so—than traditional film and TV.
Planning Your Attendance
If you’re considering attending SXSW, now’s the time to get your plans together as the event is just a few days away. Whether you’re an indie dev, a content creator, or just someone who loves games and wants to see where the industry is headed, SXSW 2025 is the place to be (well, GDC in San Francisco and many other fine events as well for the month, all conveniently listed in our calendar :)).
My Top 10 Game Industry Event Attendance Tips:
- Did you register for the event? Have your receipt/confirmation accessible upon entering the event.
- Bring business cards and keep the design simple and to-the-point. I highly suggest you keep the back blank and white so it can be easily written on.
- Note in advance which panels/talks/parties to attend (and plan for walking time to them). For SXSW and many other events, the gathering may be down the street in a hotel or other venue!
- Promote your attendance to your network about 2-3 weeks in advance of the event.
- Events are always a great place to network and get to know others in your industry! Just don’t go to them expecting a guaranteed job or business offer.
- #1 success priority: Be likeable. Don’t go in with a hard agenda and ego, listen more than talk, and you’ll come out with friends.
- Day-before: Note the weather outlook and make one more call-out to your network.
- Day-of: Attending events is expensive! Always have a bit of cash on-hand. Also, bring an extra battery brick for your phone… you’ll need it.
- Speaking of cash, tip those waiters at all the free after-parties you will be at. They thank you in advance.
- Upon arrival, purchase at a local store plenty of snacks if you can. The on-site food and drinks are horrendously expensive, it’s almost a crime against humanity.
Bonus tip: Take notes of everything! Well, not everything, but do note who you met so you can add them to LinkedIn and network again in the future. Write a journal of what was interesting, challenging, and what you would do differently the next year.
Want to get in on the parties too? Check out our SXSW 2025 Party List!
I hope these tips and insight into SXSW helps you plan your next event attendance. See you all at SXSW!
As Google X’s Captain of Moonshots, Astro is responsible for steering X’s projects through the bumps and scrapes they meet along the road to reality. Prior to X, Astro founded and grew five companies, including BodyMedia, which developed wearable body-monitoring devices. Before moving to the business world, Astro was an engineer and researcher for Phoenix Laser Technologies, Stanford’s Center for Integrated Systems, and taught a Computer Science class at Stanford University. He holds a B.S. in computer science and an M.S. in symbolic and heuristic computation, both from Stanford, and a Ph.D. in artificial intelligence from Carnegie Mellon, where he was a recipient of the Hertz fellowship. Through his work as a scientist, inventor, and entrepreneur, Astro holds many U.S. and international patents, related to hardware and software technology. He’s the successful author of three published books and an international speaker on technology and innovation.
