A trailer is an answer to questions players haven't asked yet

To grow and become a better professional, it's essential to constantly question yourself, even about things you think you already know.

So, what exactly is a gaming trailer?

Since June 2020, I've watched over 60,000 gaming trailers (literally), and I've formed my own answer to this question.

A trailer serves as a proactive dialogue with your audience, bridging the gap between their curiosity and your game's value. It anticipates the player's desires by visualizing experiences they didn't realize they were looking for until they saw them on screen.

A trailer is an answer to a potential player. Often, it's the answer to a question the player hasn't even asked yet.

Defining "success" requires a clear alignment between the specific question your video addresses and the specific demographic likely to ask it. Without this strategic foundation, even the most high-budget trailer risks failing to convert viewers into actual players.

To create a successful trailer (where 'successful' means it achieves the desired results), we need to understand the goal (what question are we answering?) and the audience (who might be asking this question?)

Each trailer type functions as a specialized tool tailored to a specific stage of the marketing funnel, from building initial hype to explaining deep mechanics. Selecting the right format ensures that your content matches the viewer's current level of familiarity with your project.

If no specific trailer type fits your message, you're free to invent one.

If a potential player actively seeks information, adhering to the genre's rules may suffice. For instance, a player might think: "I've heard about Destiny 2. What is this game?" An effective Destiny 2 trailer answers this.

However, if a player stumbles upon your trailer by chance, it's crucial that your trailer is crafted to grab their attention immediately.

In a crowded digital landscape, trailers aimed at passive viewers must lead with high-impact visuals or emotional hooks within the first few seconds. To convert a scrolling stranger into a fan, the trailer must provide an immediate, undeniable reason to stop and watch.

Thus, a trailer is an engaging and captivating answer to a potential player's question.

Ultimately, a trailer is more than just a montage of clips; it is a strategic communication tool designed to satisfy curiosity through compelling storytelling. It transforms a simple inquiry into an emotional connection with your game's world.

How do you write a good script for a trailer?

That's a great question, one i continue to explore, find answers for, and share with you.

Stay tuned!