To be fair most people only watch the game awards for reveals or the game coverage. That's also what has most people excited about e3. So in that respect they do compete and I'm sure Geoff would rather have big announcements on the game awards rather than at e3.
It just hit me that The Game Awards felt more like E3 than last year's E3 did.
We got the new Xbox reveal, in game footage of Tsushima, the first PS5 game, Hellblade 2.