Unlocking the Puzzle: Things to Keep in Mind When Crafting Trailers for Puzzle Games

The game industry’s saturation with innumerable great puzzle games dictates the way you should approach trailers—making them as much of a storytelling tool as a marketing-oriented one. Our Trailer Production Lead Sergey Yegorow shared his recommendations for puzzle game developers. Read on!

What Makes You Special?

Before you jump into trailer production, answer some fundamental questions: “Why should players care about your game?”, “What mechanics hook players in and make them engaged?”, “What makes it stand out among countless others?” Sudoku, for instance, is a pretty straightforward concept, and identifying major pillars that will motivate people to pick your version is crucial for an effective trailer. Do you want to tell a compelling story built upon the Sudoku mechanics? Maybe there are some adorable characters? Or you want to introduce an unexpected spin on the core game rules of, say, Match-3 subgenre? Whatever the case, play on your strengths.

Merging Story and Gameplay

The heart of a puzzle game trailer (and any trailer, really) lies in your ability to establish a “love triangle” between the player, the characters, and the game mechanics. Engaging puzzle-solving gameplay is great, but enabling an empathetic connection is what can make a trailer truly click. Plant the idea of something bigger than puzzle-solving happening within the game—evil dragons that need to be stopped, frog kingdom seeking a savior, a trader requiring a skilled assistant—and you’re set!

Swift Conflict Introduction and Resolution

With the limited time you have to create a hook within the trailer, introducing a conflict within the cinematic promptly is crucial. Characters trying to solve the puzzle under stress and failing, only to focus and win at the last moment, or the expectation of a player jumping in and saving the day can really make a difference.

A Bigger Picture

One of the goals of a game trailer is telling a small story with a hook—so, cliffhangers and open ending are your best friends here. Solving the puzzle has to directly influence the game world, and show a glimpse of a bigger world filled with more puzzles, piquing the players’ curiosity and motivating them to play the game.

Theory is great, but what about practice? Well, Heroic (by Room 8 Group ) has some great trailers utilizing the tricks above you should check out, and we are always eager to make more!

• Small Giant Games "Empires and Puzzles"
• Gram Games "Merge Dragons"
• Nexon "DomiNations"

Conclusion

Despite the genre’s seemingly straightforward nature, crafting a compelling and memorable trailer for a puzzle is not only possible, but highly advisable. By defining game values, establishing emotional connections, teasing a bigger story, and employing various storytelling techniques, your next puzzle game trailer is sure to conquer the players’ hearts!