Although it's imperative to start marketing your game early, the last thing you want to do is to start posting early, unpolished screenshots of your game all over the web, especially if you're still in the programmer art phase of development!
The highest-value asset you can share is a look at your game in action. People use video content to learn, share and connect. It is the most direct way to communicate with your audience about your product.
LAFS Marketing and Monetization Lecture 5: Marketing Materials
Marketing and Monetization
The Los Angeles Film School
Content used for presenting the product to
influencers through marketing materials;
refers specifically to screenshots, videos, key
The first assets you’ll probably create for your
project will be your game name and logo.
Game Name Factors
URL and Social Media
Visual Presentations and
Potential for Misspellings
Key Art: Analogous to movie
poster art for films.
Icon: Small but strong visual
representing your game in
online storefronts and device-
based app stores.
Feature a clear, succinct image that
pops and conveys an interesting key
element of the game.
Keep fairly simple and direct.
Focus on hero characters, where
Focus on strong brands and visual
Use bright colors without being
Cram too much into a small
Have too much text
An iconic hero
image to generate
excitement for your
Can be used like a
movie poster for
Screenshots should showcase the very
best your game has to offer
Capture your game's most
magnificent moments, like when you
are fighting a colossal boss, or
solving a complex puzzle.
A broad range: different settings,
Post periodically leading up to
Show representative gameplay
Show variety – different levels, characters,
environments with different color palettes
Compose scenes thinking about legibility,
contrast and weighting
Use shots your User Interface, Menus, and
Game Over screens
Show the backs of characters (except 3rd-
Show characters in static, uninteresting
Release batches that are nearly identical at
a first glance
Weighting: Your key focus –
character, vehicle, tagline, etc.
Legibility: Your game name,
tagline and key focus should
come across clearly
Contrast: Most important
elements should pop
Format: Design for limitations of
Competition: Look at marketing
materials for similar games
Game release announcement
Trailers or gameplay video of characters,
In-game cinematics or “first 5 minutes”
Interviews, behind the scenes, live streams
Big, new trailer jut as game launches
What An Effective Trailer Does
Effective videos must inform, entertain, and
build an emotional connection with, the
audience by developing characters,
conveying plotlines or even inciting laughter
or fear, much the same way that movie
trailers try to do.
Fidelity To The Game: Yes or No?
Some developers feel that you should only
release content that show scenes actually
as they appear in the final game.
Others will take liberties, such as moving
the in-game camera to increase the drama.
You need to decide your position – just be
careful not to mislead players!
Show gameplay, targeting each facet of your gameplay
Showcase the features that make your game special
Mix up footage to show diversity
Use killer music selections
Synchronize visual and audio beats
Clearly show game’s title, your company name, release
timing, platforms, call to action and URL
Be creative, and leave players with a lasting
impression of your game
Record a new trailer with each game milestone
Leave trailer planning to the last minute!
Overload it with cheesy titles
Hammer users with repetitive footage
Think you need to be an expert
A video blog (aka video log, vlog or video
diary) is a blog in which the medium if video.
Game developer video blogs and behind-the-
scenes episodes can be used to promote
progress on your latest game.
Video Blogs Do’s
Keep it 2-4 minutes long
Keep audio levels consistent
Match music to visuals
Use royalty-free music
Get your audience to participate
End with a call to action
Wait a day or two before posting
Post a minimum of twice a month
Create a video blog script and storyboard for
Write a script for a 1-2 minute video blog. It
can be serious or funny, but it should sound
professional and spoken as though you were
speaking to potential customers for your
Create a PowerPoint of still images as your
storyboard. Each PowerPoint page should
look like a single frame from your video.
Present the video blog trailer to class.
YouTube should be high on your list of priorities
and it pays to plan a consistent drip feed of
content that will build familiarity with your brand.
To stand out on YouTube you need original
In terms of search, gamers rely on two
resources, Google and YouTube, so the title of
your video is almost as vital as the content you
How Gamers Use YouTube
95% of gamers watch gaming videos on
50% of views were for videos made by
1 in 3 views took place on a mobile device
Peak viewing time is 6pm to 9pm
50% of views associated with a game took
place within a month of launch or immediately
Build a strong, search-optimized, traffic-optimized,
and navigation-optimized YouTube channel.
Build a strong library of in-game content, out-of-
game features, and viral videos.
Post at key stages as you build toward launch,
with the biggest videos right around launch time.
Make sure ALL video content abides by YouTube
copyright terms and conditions.
Vimeo, Blip.tv and Brightcove should also be
included in your video content planning for video.
Plan Content Early On
Schedule time for creating marketing
materials well in advance of launch so that
you get cost-effective, high-quality pieces.
Create screenshots and trailers frequently, and
let all the news sites know it when you do it.
Consider working with both in-house artists
and external creative firms to make a steady
pipeline of static and video content for all your
Once you have a diverse array of content, test
them rigorously to see which ones best
achieve your marketing goals.
Once your game releases, update your
Add review quotes, awards, Metacritic scores,
game updates, and so on.
Create the following marketing materials and upload as a
single PDF or PowerPoint:
A game icon at sizes:
A game poster with
Key art as its central image