Creating Game Trailers and Marketing Videos
Remember the No Man’s Sky trailer that promised a universe?
It delivered something else entirely. A great trailer is your game’s handshake with the world.
Screw it up, and that first impression is toast. But it’s not all doom and gloom. Look at Hollow Knight.
Its meticulously crafted trailers perfectly captured the game’s atmosphere, building anticipation and contributing to its eventual success.
This article is your no-nonsense guide to crafting trailers and marketing videos that grab attention, build hype, and, most importantly, sell your game.
If you’re looking to expedite development time, Game Development Tools and Resources: A Comprehensive List, a comprehensive game development platform, could be useful. We’ll cover everything from initial planning to distribution and analysis, ensuring your video does its job. Follow these steps, and you’ll transform raw gameplay into a marketing machine.
Purpose and Goals
Before you touch a single clip, nail down your why. What’s this trailer supposed to achieve?
Know your audience. Are you targeting hardcore strategy fans or casual mobile players? Tailor your trailer’s style to their preferences.
Highlight what makes your game different. Is it the innovative combat, the compelling story, or the quirky art style? Don’t bury the lead; showcase those aspects.
State your call to action explicitly. Wishlist on Steam? Sign up for a beta? Pre-order? Spell it out!
Choose the right trailer type. Gameplay shows mechanics, cinematic sets the mood, and story reveals the narrative. Don’t mix them up.
Planning and Storyboarding
Trailers aren’t accidents. Plan them.
Even short trailers tell stories. A hero’s journey? A world in peril? A hilarious mishap? Craft a mini-narrative that hooks the viewer.
Storyboards map out the trailer’s flow. Key moments, transitions, and pacing should be visualized beforehand to save headaches and budget overruns later. For example, storyboards can help plan out the visual beats for a gameplay trailer showcasing a new boss fight. Music and sound effects set the tone. Epic orchestral or gritty synthwave? Choose audio that enhances the visuals. If using voiceover, make every word count. Keep it short, punchy, and engaging; no rambling.
Gameplay Capture
Gameplay footage is your game. Make it shine.
Optimize game settings for visual clarity and performance. Poor visual quality can deter viewers. Choose reliable recording software and learn to use it well. Fraps, OBS, or ShadowPlay? Know your tools. Capture diverse gameplay scenarios. Show what makes your game fun. Variety is key. A steady camera is essential; minimize UI clutter unless it’s integral to the gameplay. For assets to use, consider checking out resources like Character Design: Tips for Creating Memorable Characters for your trailer creation.
Video Editing and Visual Effects
Editing: where raw footage becomes a trailer.
Pick a tool that fits your skills and budget. Premiere Pro, Final Cut, or DaVinci Resolve? Learn the basics. Keep the pace tight and avoid jarring cuts. Smooth transitions are essential. Use visual effects sparingly to enhance the gameplay, not overwhelm it. Subtle enhancements are preferable to distracting effects. Color correction and grading should be implemented to ensure consistent colors and an appealing aesthetic.
Sound: The Missing Link
Sound is half the battle. Don’t skimp.
Choose music and sound effects that complement the visuals. Think carefully about the mood: suspenseful, upbeat, melancholic? Resources like Freesound.org and Boom Library can provide high-quality SFX. Balance dialogue, music, and sound effects to ensure clarity and impact. No single element should overpower the others. Use sound to create a sense of presence and draw viewers into the game world. A clear, professional voiceover can add context and guide the viewer’s attention; don’t use a shaky phone recording. If you want to use AI generated voice overs, consider Nextframe
Marketing and Distribution
A great trailer nobody sees is useless.
Tailor the video’s format and resolution to each platform; YouTube, Steam, and social media are all different. Make it easy for people to find your video and use relevant tags. Write a description that sells the game. Share widely and engage with your audience on Reddit, X, and Facebook, for example, running contests or AMAs to get the word out. Like Stardew Valley used Reddit to gain traction, consider this strategy. To get your trailer in front of a wider audience, contact relevant influencers and media outlets.
Performance Analysis
What worked? What flopped? Learn from it.
Track key metrics such as views, engagement, and click-through rates using tools like YouTube Analytics. Look at watch time. Consider conversion rates. Examine social shares. Pay attention to comments and reviews to see what people are saying. Use data to inform future trailer creation; don’t make the same mistake twice. Experiment with different trailer versions to see what resonates best. Different music or a different opening? Test it.
Navigate Copyright Carefully: Secure Your Assets
Don’t get sued. Understand copyright laws regarding music, sound effects, and footage. Don’t use copyrighted material without permission; get the necessary licenses. Be diligent and ensure you have the rights to use all content in your trailer. Understand the limitations of fair use. For instance, using gameplay footage from another game, even for commentary, might not be considered fair use depending on the context and amount used.