Do you need to hype up a game? If so, then make a reveal trailer!
I just watched the video game awards. It reminded me how much I love reveal trailers. My personal favorites are for games that I don’t expect or know are coming.
In this case, not only is the announcement of the game itself a surprise but the world the team has been striving to create is also a mystery. In this case, I often don’t have any pre-existing expectations. I believe this allows me to enjoy a surprise game trailer more.
Although I prefer game trailers for surprise games, I still love a well put together trailer for an IP that I am expecting.
While reveal trailers seem to be a go-to for most developers, there is a risk in this approach. I believe that the risks of video game reveal trailers are not talked about enough.
If it goes poorly
If a series has a poor reveal trailer, it’s possible the entire project is sunk right there. A poor reveal is a doomsday scenario for developers. It means their months of hard work could just evaporate into a wisp of smoke.
Worst yet, a poor trailer may increase the risk that a game gets stuck in “development hell.” If this happens, the project will almost certainly be killed.
A poor trailer is especially disastrous for a new IP.
A new IP depends upon the hype and excitement from fans to receive continued development and ultimately launch to market successfully. If an initial outing goes poorly, conservative game companies have a higher incentive to pull the cord altogether.
Launching a new IP is always risky. The risk is magnified when the first reaction of the public is lukewarm or negative.
If it goes too well
A less talked about risk is if a reveal trailer is too well received.
I understand this sounds wanky, but hear me out. A beloved trailer creates high expectations and desires from fans. Should the game have to deviate from the original for whatever reason, there could be harsher than normal feedback.
This risk should especially be considered in an age where developers seem to be promising more and delivering less (No Man’s Sky, Fallout 76, etc.)
Generally, humans don’t like change. If we’re really excited or have a deep attachment to something, my previous statement becomes truer. A developer should be careful that their trailer reflects what they reasonably expect the final product to be.
Gamers were generally wary of game trailers that looked too good prior to the age of promise more and deliver less. I can remember several games which the reveal trailer graphics looked much nicer than those in the final product.
Ubisoft, in particular, was notorious for this. I personally remember being super excited for Watch Dogs only to be disappointed when some of the promised features weren’t present and the graphics were a clear step down from what we were promised.
Conclusion
Game trailers are a common way to show off a game towards the end of its development cycle or tease a new IP. While there are many upsides, developers should also more carefully consider the risks, especially my second point, and plan accordingly.
While developers figure out how to pull off this delicate balance, I’ll be eagerly reviewing the trailers from the Video Game Awards, especially Ancestors.
