Geoff Keighley just turned marketing into performance art. The Game Awards host posted three words on social media over the weekend that sent the gaming community into detective mode: regal.inspiring.thickness. Those aren’t random words – they’re a What3words address pinpointing a specific location in the Mojave Desert near Joshua Tree, California. And when fans traveled there, they found a massive demonic statue that lights up red at night like a gateway to hell.
Naturally, everyone assumed this cryptic stunt teased the next Diablo 4 expansion. The statue features skeletal figures, demonic carvings, and imagery that screams Blizzard’s hack-and-slash franchise. Then Bloomberg’s Jason Schreier stepped in to crush that theory while somehow making the mystery even more intriguing. He confirmed the statue has nothing to do with Diablo 4 but added four words that sent speculation into overdrive: it’s a good one.
The Statue That Started Everything
On November 28, 2025, Keighley posted an image showing part of a stone carving covered in demonic faces, skeletal figures, and what looked like a bear head. The accompanying text – regal.inspiring.thickness – meant nothing until people realized it was a What3words geocode address. This service uses three random words to pinpoint any location on Earth within a three-meter square.
Those coordinates led to a spot in the California desert between Los Angeles and Las Vegas, near a place called Joshua Tree. Fans who lived nearby made the trek and discovered a massive installation sitting in an empty field. The full structure shows countless skeletons cobbled together surrounding a spidery eyeball design above small steps, creating what looks like a portal to some hellish dimension.
At night, the central portal area illuminates with fiery red lighting, giving the whole thing an ominous glow visible from a distance. During the day, the carved details become clearer – demons, skeletal warriors, and intricate patterns that immediately triggered theories across gaming forums and social media. Someone paid serious money to commission and install this thing in the middle of nowhere purely for hype purposes.
Why Everyone Thought It Was Diablo
The connection seemed obvious. The statue’s dark imagery, demonic figures, and overall aesthetic align perfectly with Diablo’s visual language. Fans analyzed the carved demons and claimed they matched designs from Blizzard’s franchise. Windows Central reporter Jez Corden even suggested the statue was related to Diablo 4, lending credibility to the theory.
A new Diablo 4 expansion made strategic sense too. Blizzard has been supporting the game with seasonal content and DLC, and The Game Awards represents a massive platform for announcing the next major content drop. The timing works, the imagery fits, and Keighley has a history of hosting big reveals from major publishers during the show.
Fans started connecting specific visual elements from the statue to Diablo lore. The skeletal warriors, demonic portal design, and overall hellish vibe felt pulled directly from the Sanctuary universe. Some pointed to upcoming expansions or unannounced content that could justify this level of marketing spectacle. For a few days, Diablo 4 seemed like the obvious answer.
Jason Schreier Drops the Bombshell
Then Schreier, one of the most connected and reliable journalists in the gaming industry, posted on ResetEra forums addressing the Diablo theory directly. His response to Jez Corden’s claim was clear: “No idea where Jez is getting that, but this statue is not teasing the Diablo 4 expansion. I don’t currently plan on reporting what it is, sorry, but it’s a good one.”
That last part – it’s a good one – changed everything. If Schreier, who has broken major stories about industry dysfunction and reports actual news rather than hype, says something is good, people listen. He doesn’t engage in typical marketing enthusiasm. His job is investigating the business side of gaming, not cheerleading product announcements. When he vouches for something’s quality, it carries weight.
The fact that he won’t report what it is adds credibility. Schreier could easily spoil the reveal for clicks and traffic. His refusal suggests either an embargo or respect for the surprise, both indicating this announcement matters enough that breaking it early would damage relationships with sources. That’s the kind of restraint journalists exercise for legitimately significant reveals, not routine DLC expansions.
God of War Gets Ruled Out Too
Before Schreier shut down the Diablo theory, another popular guess was God of War. The statue includes what some interpreted as a bear head, and bears feature prominently in Norse mythology connected to the recent God of War games. Rumors about the series potentially exploring Egyptian mythology added fuel to speculation about Kratos heading to new mythological territories.
Sony Santa Monica’s Cory Barlog ended that theory by confirming the statue wasn’t related to God of War. This eliminated one of the two most popular guesses, leaving Diablo as the frontrunner until Schreier stepped in. Now both major theories are dead, and the gaming community has no clear answer with less than two weeks until The Game Awards ceremony.
Other guesses circulating include Elder Scrolls 6, a Fallout New Vegas remaster, Half-Life 3 (because some fans never stop hoping), Housemarque’s mysterious new game Saros, and various other projects. Without solid evidence pointing to any specific title, fans are essentially throwing darts at a board covered in every major franchise that could theoretically involve demons or dark imagery.
What Could It Actually Be
Schreier’s endorsement raises the stakes significantly. For him to call something a good one means it likely checks several boxes: significant creative ambition, developer pedigree that inspires confidence, or franchise recognition that justifies the elaborate marketing stunt. Routine sequels or predictable expansions don’t typically earn that kind of response.
The statue’s placement in the desert near Joshua Tree is interesting. The location sits between Los Angeles and Las Vegas, two cities with major gaming industry presence. It’s remote enough to generate mystery but accessible enough that fans can visit. The What3words address adds a puzzle element that turns passive viewers into active participants hunting for clues.
Some fans pointed to recent trademark registrations like Control: Resonant from Remedy Entertainment, suggesting Alan Wake or Control-related announcements could happen at The Game Awards. Others note that past ceremonies featured surprise reveals from major studios like Sony Santa Monica’s Intergalactic last year, showing Keighley has access to exclusive announcements worth elaborate marketing campaigns.
The demonic imagery doesn’t narrow things down much. Plenty of games use dark fantasy aesthetics – Doom, Dragon Age, various horror franchises, and countless indie titles. Without more specific visual cues, the statue works as effective marketing precisely because it could represent multiple possibilities, keeping speculation alive until the reveal.
The Game Awards Context
The ceremony takes place December 11, 2025, at 7:30 PM EST at the Peacock Theatre in Los Angeles. For UK audiences, that translates to very early morning on December 12. This year, Clair Obscur: Expedition 33 leads nominations with a record-breaking 12 nods across categories, but The Game Awards is as much about announcements and trailers as it is about honoring past releases.
Keighley has positioned The Game Awards as the industry’s premier event for big reveals. Past shows featured announcements for Elden Ring, Death Stranding, and other major titles that became cultural phenomena. Developers and publishers compete for stage time because the show reaches millions of viewers and generates significant social media engagement.
The desert statue represents exactly the kind of experiential marketing The Game Awards has become known for. It creates physical evidence of something mysterious, rewards curious fans who investigate, and generates ongoing discussion leading up to the ceremony. Every day without an answer keeps the conversation alive, building anticipation organically through community speculation.
Why Marketing Like This Works
Traditional game announcements follow predictable patterns: developer interviews, gameplay trailers, screenshots, and press releases. Keighley’s statue stunt inverts that formula by creating mystery first and withholding all useful information. The lack of context forces communities to engage actively rather than passively consuming marketing materials.
The What3words address added a treasure hunt element that turned viewers into participants. Fans had to decode the clue, locate the statue, travel there physically, and document their findings for the broader community. This creates investment beyond watching a trailer – people feel ownership over discoveries they helped uncover through collective effort.
Schreier’s intervention only amplified the mystery by eliminating wrong guesses without revealing the answer. Each ruled-out theory raises the stakes for what remains. If it’s not Diablo or God of War – two massive franchises that could justify this spectacle – what could possibly be big enough to warrant this approach? The question itself generates more discussion than a straightforward announcement would.
FAQs
What is the Geoff Keighley desert statue about?
Geoff Keighley placed a massive demon-covered statue in the Mojave Desert near Joshua Tree, California, to tease an announcement at The Game Awards 2025. The reveal happens December 11, but the specific game remains unknown despite widespread speculation.
Is the statue related to Diablo 4?
No. Bloomberg journalist Jason Schreier confirmed the statue has nothing to do with Diablo 4 or its expansions, despite initial theories pointing to Blizzard’s franchise based on the demonic imagery and skeletal figures.
What did Jason Schreier say about the statue?
Schreier said the statue is not teasing Diablo 4 but called it a good one, suggesting the actual announcement is significant. He declined to reveal what it actually represents, indicating either an embargo or respect for the surprise reveal.
Could the statue be for God of War?
No. Sony Santa Monica’s Cory Barlog confirmed the statue is not related to God of War, eliminating another popular theory about the series potentially exploring Egyptian mythology or other new directions.
What does regal inspiring thickness mean?
The phrase regal.inspiring.thickness is a What3words geocode address that pinpoints a specific three-meter square location in the Mojave Desert near Joshua Tree, California, where the physical statue was installed.
When is The Game Awards 2025?
The Game Awards 2025 ceremony takes place December 11 at 7:30 PM EST at the Peacock Theatre in Los Angeles. For UK audiences, that’s early morning on December 12. The statue’s mystery will presumably be solved during the show.
What other theories exist about the statue?
Speculation includes Elder Scrolls 6, Fallout New Vegas remaster, Half-Life 3, Housemarque’s Saros, Doom, Dragon Age, and various other dark fantasy franchises. Without confirmed details, fans are essentially guessing based on the demonic aesthetic.
Why did someone put a statue in the desert for a game announcement?
The physical installation creates experiential marketing that turns passive viewers into active participants. Using What3words as a puzzle element rewards curious fans and generates ongoing speculation leading up to the reveal, building anticipation organically through community engagement.
Conclusion
Geoff Keighley’s demon statue in the Mojave Desert represents marketing as puzzle-solving theater. By dropping a What3words address that led fans to a massive hellish sculpture, he created a mystery that dominated gaming conversations for days while revealing absolutely nothing concrete. Jason Schreier’s intervention elevated the stakes by confirming it’s not Diablo 4 or God of War while vouching that whatever it actually is qualifies as a good one from someone who doesn’t traffic in empty hype. The gaming community now faces an excruciating wait until December 11 when The Game Awards ceremony finally reveals what justified this elaborate desert installation. Whether it’s a new IP from a major studio, an unexpected franchise return, or something completely different, Schreier’s endorsement suggests the reveal will justify the marketing spectacle. Until then, fans can keep throwing theories at the wall while Keighley presumably sits back and enjoys the chaos he created with three random words and one demonic statue. It’s the kind of stunt that either pays off brilliantly or becomes an overhyped letdown, with no middle ground. Based on Schreier’s reaction and the resources committed to the campaign, betting on the former seems safer than the latter.