LogInHeroic, the trailers and cinematics studio of Room 8 Group, told us about different types of trailers, explained how to attract your target audience, and shared a great way to capture attention from the first seconds of the video.
The gaming industry is more saturated and competitive than ever. As such, creating a trailer that captivates the audience and effectively conveys the game's essence is crucial, and Heroic knows this better than anyone.
Heroic is Room 8 Group's trailers and cinematics studio specializing in full-scale video production for PC, console, and mobile games. They provide end-to-end trailer and cinematics services, from storyboarding and concepts to videos ready for launch.
With over 20 years of experience in games, film, TV, and advertising, Head of CG Sandy Heslop, together with Serhii Yehorov – Heroic's Trailer Production Team Lead – shared with us the intricacies of selecting the appropriate type of trailer at each stage of the game development cycle.
Trailer's Aim
The main aim of a trailer is to spark excitement among viewers – to show that there's something interesting in the works. Heslop believes trailers are an indispensable tool in content marketing that can also generate content for various promotional endeavors.
"The world of trailers is vast, with each type serving a different purpose," he told us. "Narrative trailers, for example, are designed to draw you into the game's universe, setting up the story, the world, and often hinting at the main characters or the antagonist. These trailers are about engaging the viewer with a narrative hook. They invite the audience to wonder about what will happen next or how the story came to be."
Narrative Trailers
It is important to show elements of a game’s story in a trailer, so we asked Heroic about the composition of narrative trailers and whether they should contain gameplay footage. The team thinks story trailers can and should be used differently from other types of promo videos, and their use will depend on a few factors, especially time until the game's launch and, importantly, its style and genre.
While trailers like GTA 6's first, which used in-engine footage and cutscenes, tend to evoke a stronger reaction from players, in Egorov's opinion, certain game franchises, like League of Legends, usually produce full CGI trailers that unveil character backstories with intricate details and gripping music, even though the gameplay differs from these cinematic experiences.
"Blending gameplay with cinematic storytelling in trailers is becoming increasingly popular among developers," he said. "It represents a positive shift towards providing gamers with more authentic and less misleading content. Gamers have grown skeptical of 'fake' gameplay trailers, which look nothing like the final product. Players became disillusioned with games that failed to deliver on the promises they made in their trailers, which led to many developers changing their approach."
For hyper-casual games, telling a character's story with only gameplay is more challenging. If characters play a significant role in the game's lore, the use of CGI or 2D characters might be necessary to establish their stories and arcs, according to the Heroic team. In these instances, gameplay might serve more as a backdrop or a mechanism to resolve the character's conflicts rather than the primary medium for storytelling.
A great example of this is Heroic's trailer for the mobile match-three game Merge Dragons. They focused on developing its characters, narrative, and some mechanics, even though it's a pretty simple game in concept.
Different Trailers for Development Stages
Recently, Heroic has noticed a switch in how trailers are used. At first, when a game is more of a concept, the emphasis lies on the strength of the story or the core idea that sets the game apart. This phase is "ideal" for releasing a teaser trailer, Heslop believes because it's about the compelling narrative or unique concept that audiences might love rather than graphics, assets, or gameplay elements.
"As development progresses and a 'vertical slice' is prepared, which is a playable section of the game that shows its potential and details where the hero's journey begins and leads, it's time to consider a cinematic trailer," he said. "Creating such trailers can be demanding because you sometimes need a lot of assets, but these assets can also be used in other forms of marketing."
Egorov noted that when the game reaches the alpha stage, the focus can shift to a gameplay reveal trailer, where character abilities and the game's visual and technical features can shine. Closer to the game's launch, developers might release trailers highlighting specific technical features. Additionally, teaser trailers are strategically dropped to keep the game in the minds of potential players, reminding them of the upcoming release.
A launch trailer can be a reminder to potential players that the game is now available. This trailer can be very valuable in today's industry, where the tradition of pre-ordering has waned due to past disappointments with games not meeting expectations, leading to a shift towards wishlists instead of pre-orders.
Post-launch, an accolades trailer might be released to celebrate its successes, serving to thank the community for its support. Fans appreciate seeing their favorite game receive praise, and this trailer can coincide with the release of DLCs.
There's a variety of games out there, from mobile indie games to big-budget AAA (and even AAAA) titles, but Heroic told us that the approaches mentioned above are not exclusive to PC games and can be applied to mobile and live service experiences.
Capturing Attention
Given the shortening of people’s collective attention span, a trailer has to capture viewers' attention in the first few seconds – five, according to Heroic. To create this connection, it’s usually a good idea to introduce a conflict right at the start. It can be a threat or a challenge potentially endangering a character, and the studio needs to create a scenario that compels the viewer to stick around.
"This can be applied to various types of trailers," Heslop said. "Companies like Blizzard create captivating trailers for both villains and heroes, acknowledging their complex backstories. Sometimes, the hook might be a shocking moment, like a character being shot, which prompts the viewer to question how things got to this point."
Working with Heroic
So how does Heroic show the best parts of a game? "We pride ourselves on our creativity," Heslop said. "But we're aware that clients have their own goals and metrics for success. Balancing these aspects is key."
The team engages in brainstorming sessions with developers and helps them kickstart their trailer creation process. This collaborative process helps clients refine their vision and understand how best to showcase their game.
Heroic's approach to creating trailers involves meticulous work with cinematography, including camera work, composition, lighting, and perspective. However, this process is about more than just the technical aspects: "It's about understanding what we're trying to convey and why it matters to the player," Egorov said. "Sometimes, what players are looking for and what developers aim to showcase differ, and part of our job is to help balance these aspects effectively."
Heroic's team is experienced in crafting full cinematic, launch, or story trailers, as well as in-game cutscenes and user acquisition videos. Its strong reputation encourages clients to return over and over again and makes them recommend its services to others. "The fact we're so able to foster long-term partnerships in a pretty crowded industry is a testament to our ability to support developers and clients in achieving their goals," Heslop said.
If you want to see what the Heroic team is capable of, check out their website.