When creating a video game marketing strategy, it’s vital to promote gaming videos that are short and digestible, yet still informational and educational enough to provide value to viewers, from children to adults. By keeping video game marketing content short and to the point, marketers can maximize the impact on our shorter attention spans. Not only that, creating bite-size content about very specific gaming subjects, like important updates to games, new title releases, secrets, features, and expert tips, can provide a serious SEO boost from long-tail keywords, while answering frequently asked questions by those interested in the games you’re marketing.
Showcasing the action of gameplay in video marketing content for gamers is just as vital to help your audience really understand the product. Zooming in on the screen is one way to do this, but take it a step further by showing actual people playing the game and it’ll resonate more with your audience. To further boost the appeal of your gaming video content, try to incorporate a sense of humor that truly connects with your audience. According to a report from SuperData Research from April 2017, over 40% of gaming video content viewers in the U.S. watch walkthroughs, trailers, and humor videos, spanning the spectrum from casual to hardcore gamers. That means there’s more money in being funny.
To help you capitalize on the growing global gamer market, here are a few examples of brands you can emulate in your own video game marketing strategy that promote gaming videos with the above qualities to score big with their audiences.
1. Heroes of the Storm (Blizzard)
One of the best perks about today’s video game landscape for marketers and gamers alike is that games continue to evolve long after they’re released, with updates to characters, levels, and abilities constantly being added to some of the most popular titles. Blizzard created this video in the Wibbitz platform to promote the “rework” of the popular Raynor character in Heroes of the Storm, showcasing his new attacks and special features, and explaining each one with scannable text that stays on the screen long enough for most people to finish reading without having to skip back. At just over a minute, the clip is on the longer side of short, yet it keeps viewers’ attention by featuring different levels of the game for added color and incorporating rockin’ background music to match the mood.
As a video game company that dates back to 1986, Ubisoft has demonstrated an uncanny ability to adapt to the times, and the brand’s embrace of video content as one of many marketing channels is just one example. On top of using video to promote new products and features, Ubisoft leverages video tutorials in its support center to distill concepts that might otherwise be complex to understand through just reading a how-to post without seeing the steps played out on screen. This Wibbitz video about using the benchmark tool to test your system’s performance when playing Assassin’s Creed: Odyssey simultaneously serves as a how-to video for using the specific feature while indirectly promoting the very fact that it exists, albeit in a 100% helpful way.
While Little Bits isn’t a video game company, the New York City-based startup (and Wibbitz customer) uses the same video content strategies employed by top video game brands to market their electronic building blocks geared toward tech-savvy kids and their parents. The first video introduces the Droid Inventor Kit’s new coding feature in just over 30 seconds using short clips and easy-to-read text, starting with an intro screen and going into a shot of a user showing how simple it is to create a sequence of motions for their droid with the drag-and-drop Code Master app before showing the droids performing the actions of the code. While you only saw the app user’s hands holding a phone in the first video, the second video takes it further by adding a bit of humor, showing us two children having fun with the Hero Inventor Kit and overlaying the footage with positive quotes from recognizable publications that conducted their own tests and reviews of the product.