Game on: How to make trailers that build worlds and win fans

Trailers can be powerful. They spark attention, ignite hype, and create a moment. But a trailer alone doesn’t build fandom.  

I’ve worked in the games industry for over 20 years and have seen the shift: from one-shot trailers built for awards juries, to cinematics built for the studios and not the fans, to today’s creator and celebrity-driven activations. The playbook has been rewritten more than once - and it’s still evolving. 

What makes a game world stick is the feeling that there’s always more to uncover. 

Today, if your trailer isn’t connected to a larger movement, and if it doesn’t invite fans into a world that lives before and beyond launch, you’re not building longevity. You’re just creating noise. 

Take Clair Obscur: Expedition 33, a new game that turned heads not just with visuals, but with a strong world aesthetic and a fandom-first strategy. That kind of approach doesn’t stop at the trailer. It starts there. 

So how do games build lasting communities and cultural movements? Let’s break it down. 

Above: Clair Obscur: Expedition 33, a new game that turned heads not just with visuals, but with a strong world aesthetic and a fandom-first strategy. 

Start with community 

True fandom isn’t built during launch week. It starts way earlier, with listening, not broadcasting. 

Community building means understanding what your audience cares about, what makes them tick, and what makes them stay. It’s not just about highlighting fan art or replying to comments. It’s about involving players in the process, giving them visibility, voice, and even influence. 

Creators should be part of the brand story. If you want real relevance, bring them into the process early. 

When players feel seen, they stay. When they’re ignored, they drift. Some of the most successful games, Final Fantasy XIV and Destiny 2 aren’t just updating content, they’re building relationships. 

Give creators a seat at the table 

Streamers, TikTokers, YouTubers, modders, meme-makers. The new media powerhouses aren’t agencies or studios, they’re players. When Among Us hit critical mass, it was because creators turned it into a cultural moment. The same goes for Minecraft and Fortnite. These games have systems, stories or styles that players can remix and re-present. 

Fans want to hunt for clues, uncover backstories, and find secrets. Think social treasure hunts, Twitch reveals, cryptic websites, and Easter eggs.

Connecting with the new generation of gamers means being prepared to take risks and reach them in unexpected ways. Gone are the days of rigid brand rules. Modern-day brand building is all about creating a set of fluid guide rails that allow for participation, reinterpretation, and remixing. 

Creators should be part of the brand story. If you want real relevance, bring them into the process early. Better yet, get them in the boardroom. Give them equity. Make them partners. Outside gaming, we’ve seen this succeed, from creators shaping products in fashion and beauty, to co-branded content studios between streamers and entertainment companies. 

Creators should be part of the brand story. If you want real relevance, bring them into the process early.

Beyond the screen 

Fandom doesn’t end when the credits roll or when the trailer fades. What makes a game world stick is the feeling that there’s always more to uncover. 

Like we’ve seen in Batman's ARG campaign for Why So Serious, or Overwatch’s animated shorts or The Cyberpunk 2077 devstreams. They were invitations into a broader universe. 

It’s not about rehashing the plot, it’s about new stories that deepen the universe. 

Fans want to hunt for clues, uncover backstories, and find secrets. Think social treasure hunts, Twitch reveals, cryptic websites, and Easter eggs. This is content that rewards attention and curiosity. Give fans something to chase, something to unlock, and they’ll keep showing up. 

Ads spark it. Experiences sustain it. 

Don’t get me wrong - ads still matter. But they’re the spark that ignites the fire. A great ad can grab attention and evoke emotion. A great experience builds belief. 

Whether it’s a TikTok moment, an in-game mystery, or a black hole that shuts down your servers (hi Fortnite), the most memorable campaigns aren’t just announcements, they’re invitations. They let players feel something. Discover something. Be part of something. 

That’s why the long game matters. The most impactful campaigns weave short-term sizzle into long-term strategy. 

Think of ads as signposts. They point toward a world fans can step into. But if that world doesn’t exist, if there’s no narrative, no community, no ongoing interaction, then even the best ad fades fast. 

That’s why the long game matters. The most impactful campaigns weave short-term sizzle into long-term strategy. The brand is the experience. And everything else should serve that.