WATCHTOWER

An effective trailer is one that achieves its intended goals

How to create an effective trailer?

To answer this question for myself, I've decided to collect my experience and knowledge gained from watching more than 60 000 gaming trailers since June 2020 (it sounds unbelievable, but every month, publishing and developer YouTube channels post more than 1500 videos).

An effective trailer is one that achieves its intended goals. These goals depend on the current stage of the game's development and the marketing and publishing objectives at that particular point in time.

How do you attract more attention to an upcoming release? Using a celebrity and an unconventional format is one of the answers.

Each goal requires a specific type of trailer. There are typical goals and niche ones. I've studied over 50 different trailer genres and other types of promotional videos used in the gaming industry.

Sometimes you need a second chance to make a first impression.

Typical goals and the trailers genres that get the job done:

Attract media attention and coverage - Teaser trailer

Generate interest - Announcement trailer

Showcase unique features and build a community - Gameplay trailer

Immerse potential players in the game's world - Story Trailer

Boost pre-order sales - Pre-order trailer

Make players want your game so much that they break their own rule of never pre-ordering.

Drive sales and encourage downloads - Release trailer

Maintain post-launch engagement - Dlc, expansion or update trailers

Capitalize on seasonal events - Seasonal event trailers

Leverage brand partnerships - Crossover trailers

Promote in-game events and limited-time content - Event trailer

Attract new players - Sale or free weekend trailer

And so on.

What could be better during the holidays than spending time with your childhood idol?

Less common video content types that serve specific goals:

Attract adjacent audiences - Educational / documentary content

Promote the game through entertaining content - Music videos

Reward and retain player interest - Best moments

Maintain a close connection with players - Bloopers trailers

Strengthen community bonds - Community spotlights, etc.

Music videos are an underestimated gaming video genre. They work over a long period of time and provide sustained contact between the game and its audience.

Before diving into creation of trailer concepts, it's crucial to clearly define the trailer's goal and target audience.

Sometimes a gaming trailer becomes a tool for shaping public opinion.

What key insights about your target audience should inform your trailer's creative direction?

We'll dive into this question in the next chapter.

Stay tuned!