The countdown to a new video game release is as thrilling as the gameplay itself. But, with over 500,000 mobile games in app stores and 80,000 titles on Steam, discoverability has become one of the most critical and elusive factors for video game brands. Time is a finite resource, and video games aren’t just competing for sales; they’re battling for sustained attention amongst an almost infinite source of entertainment options – at launch and beyond. So, how can brands ensure their game gets discovered and keeps players engaged long after launch?
One tactic is the immersive, versatile power of video advertising. From generating pre-launch buzz to maintaining player engagement and driving long-term loyalty, video advertising does more than hype, it transforms how games are discovered, played and remembered.
5. Leveling Up Launch Discoverability
The first moments of a game’s marketing campaign are imperative. Awareness and excitement drive momentum, and in the highly visual world of gaming, video advertising is the perfect medium to achieve both.
At launch, teaser videos highlighting gameplay, characters and maps are essential. These clips leverage our natural curiosity to "complete the picture" - to see what comes next. For new releases, targeting existing players while also attracting new ones requires precision. This is where partnering with a platform that knows how to blend first-party, publisher and third-party data strategically becomes invaluable. The right partner ensures every impression lands in front of a relevant audience.
Incorporating content creators into advertising strategies adds authenticity and credibility, creating a sense of community. For example, featuring popular creators within ad units connects potential players with voices they already trust, amplifying engagement beyond traditional walled-garden platforms.
4. Sustaining Momentum Post-Launch
After the launch hype, the focus shifts from discovery to engagement. Players who’ve already purchased the game offer an invaluable source of data, helping refine targeting strategies. Meanwhile, those who showed interest but didn’t convert during the launch phase represent the next frontier.
This is the moment to double down on creative storytelling. Long-form gameplay videos immerse potential players in the game’s world, introducing them to new characters, challenges, and environments. Shoppable video units reduce friction, allowing viewers to buy the game directly from platforms like Xbox or PlayStation stores with just a click.
Timing matters, too. Aligning campaigns with tentpole moments, holiday seasons or school breaks, taps into periods when people are actively seeking new games, maximizing campaign efficiency.
3. Turning Players into Advocates
Once players are immersed in your game, how do you keep them there? Engagement shouldn’t end with the first playthrough. Loyal players are the foundation of any game’s community, and video advertising can nurture this relationship.
To retain players, provide value-driven advertising. Ads should offer updates on season passes, expansions and merchandise—anything that enhances the gaming experience. This approach turns casual players into superfans who advocate for your game within their circles, extending your brand’s reach organically. Furthermore, ads can include player testimonials within the ad unit to amplify game advocates and build excitement and trust.
2. Building a Fandom for Life
True success lies in transforming a game into a lifestyle. By continually updating players with new content, be it downloadable expansions, exclusive merchandise, or even crossover events, brands can maintain long-term relevance.
For instance, consider games like Grand Theft Auto or Fortnite. Their strategies go beyond the initial purchase. They create ecosystems of content, or a “connected experience”, that keeps players engaged for years, from regular updates to well-timed promotions tied to cultural moments. Building a cohesive journey for fans gives them multiple ways to engage with an IP.
1. Winning the Attention Economy
In a world where attention is fleeting, video advertising has the unique ability to captivate, inform and inspire action. By leveraging dynamic, data-driven strategies, video game brands can overcome the challenges of discoverability and build enduring player relationships.
Whether you’re unveiling a groundbreaking new title or nurturing a dedicated fandom, the right mix of creative storytelling and strategic targeting ensures your game stays top-of-mind, even in the most crowded marketplace.
The competition may be fierce, but with video advertising, your brand is always ready to play - and win.
Game on.
