Great creative assets are critical when you finally begin marketing your video game. Today’s gamers see ads everywhere they look, and bad visuals or copy in your own marketing materials push your game into the surrounding noise. To captivate your target audience, pay close attention to the quality of your imagery and written content. With the right blend of compelling screenshots, GIFs, videos, and copy, you can capture a gamer’s complete attention and spur new interest in your game. 

How to Create Compelling Visual Assets

Instead of learning about new games through magazines or by visiting the local game store, many of today’s consumers learn about upcoming titles in bite-sized pieces. GIFs pop up in their social media feed, video ads appear in their YouTube playlist, and many seek out their favorite online streamers for new game ideas. 

Every visual asset you share must be high-quality in more ways than one. All imagery, including screenshots, cover art, and trailers, should be:

  • High-resolution – Low-resolution imagery cheapens the value of your brand, and few gamers will pay attention. High-resolution is especially important when you plan to share the asset on a store page where competitor titles may be present.
  • Scalable – If you use a single image across multiple mediums, check that it renders correctly on every platform. For example, we’ve noted many banners on Steam with fuzzy or skewed copy because the artist didn’t optimize the image to the correct resolution. 
  • Self-explanatory – Many games have promos or title art that are difficult to understand. Gamers should look at your imagery and immediately understand what sort of game you offer.
  • Enticing – Imagery, whether it is a screenshot, a GIF, or a video, should compel your viewers to take an action. Do your visuals make gamers want to learn more? Do they make gamers want to play right now? If not, you should revamp your asset.

 

The Days of War trailer offers a large variety of video clips to demonstrate players’ options in maps, weaponry, and movement. The soundtrack is intense and emotional—perfect for a WWII setting. Finally, the video ends by telling the viewer when the game is out and where they can go to learn more information.

 

The right visual assets pull consumers into your marketing campaign, but don’t forget about your written assets. Written assets give players the option to dive deeper to immediately learn more about an image that just hooked them. 

How to Develop Captivating Written Assets

Although today’s gamers prioritize imagery over copy, written content is still important because it provides a quick, efficient avenue for providing additional details about your game.

To keep copy quick and snappy, we recommend writers:

  • Copy Ernest Hemingway’s minimalistic style. Hemingway was famous for writing as simply as possible to convey meaning as quickly as possible. For example, instead of writing, “Days of War is an exciting game about World War II where multiple players compete in intense deathmatches,” consider writing, “Days of War is an intensely competitive multiplayer FPS set during WWII.” As an added benefit, brief copy also lowers your localization costs when you need a translator.
  • Use exciting verbs and nouns. Compare these two sentences side by side: “In Days of War, you face enemies in towns that look like places soldiers fought in during WWII.” “Blast through enemies in Days of War’s WWII-inspired arenas.” The verb “blast” is much more vivid than “face” and the word “arena” connects to scenes of fighting better than “places.” 
  • Break up the text on the page. Long paragraphs are intimidating. Keep readers engaged by using short sentences and incorporating bullet points and numbered lists whenever possible.

With the right copy, you can pull gamers directly into your world, making them excited about your future releases.

Assisting in the Process

When we work alongside developers on their creative assets, we assist in a coaching capacity. We believe that developers do their best work when they have the freedom to express themselves, but we always provide feedback when we see an opportunity to make something more impactful.

In Cyber Hook, a 3D platformer where you must use a grappling hook to swing between suspended platforms, the developers designed the platforms and grappling hook with similar colors, making them difficult to tell apart. Under our recommendation, the developer altered the colors, resulting in a game that was easier to play and visual assets that were easier to understand.

Being a developer is hard work. In addition to building your game, you also compete against a wide field of developers who are going after the same audience. Carefully-crafted creative assets set your game apart from the competition. When your written and visual assets stand out, your game has more opportunities to increase wishlists and sales while building brand awareness.