Showcasing the best footage and screens of your game is critical for securing user interest and driving installs. To stay on top of the latest techniques to develop best-in-class gameplay footage, follow these guidelines and best practices.
How To Capture Gameplay Footage
What is a Gameplay Capture?
Gameplay capture is when someone records themselves playing a video game, and it can be the best resource for showcasing your mobile game’s best features to attract more users.
Why Users Watch Gameplay Footage Capture
Gamers today not only enjoy playing, but they love to watch gameplay footage as well as watch others play video games. According to HuffPost, more than half of Twitch users spend at least 20 hours per week viewing gameplay capture footage of their peers. If you think this is only a small constituency, think again. Data shows Twitch had 17.5 million daily average users in 2019 that combined to watch more than 600 billion minutes of gameplay. That is astounding.
Naturally, as a game advertiser, you are thinking, “How can I use this to my advantage?” So, here is everything you need to know about gameplay capture and how it can improve your advertising efforts.
The Verge claims there are several driving factors behind why a viewer would watch a particular video:
- Buying advice/recommendation
- A sense of community and the streamer’s personality
- The ability to observe the professional-grade skill
And this doesn’t even include why people are addicted to gameplay capture videos in general﹘escapism. These videos allow people watching to relieve tension and enjoy a brief diversion from their everyday lives.
Creative Recommendations for Gameplay Footage Capture
As an advertiser, you want to utilize this trend to promote your mobile game. But how do you take advantage of this phenomenon without coming across as disingenuous? Here are some best practices for capturing engaging gameplay that also feels authentic:
Make Sure There’s Lots of Action
No one wants to watch a slow-moving video devoid of any excitement. This is not French cinema. So, make sure you showcase the most exciting gameplay of the game, whether it is epic battle scenes, the finish of a race, major explosions or artillery flying, and more.
Showcase Important Characters
Leverage your game’s characters as brand ambassadors – let the personalities or attitudes of these characters come through to best illustrate the tone and persona of your game.
Highlight Important Features
Also, if there are important elements that help differentiate your game, showcase them. For instance, are there unique game modes, weapons, boosts, etc. that differentiate your game from ‘similar’ games? It is important to showcase these in the most easy-to-understand way for new users.
Use this feature if your game uses a third-person camera angle. This is when users can have the camera “break off” from the main character. This enables users to see what the game world is like from another perspective.
You should have a beginning or end splash screen with key details of where users can install the game (ex. Apple App Store, Google Play Store). The whole point of gameplay capture for advertisers is to drive installs.
Again, you want to put your best foot forward. So, when you include any footage, make sure it is engaging. Do not include visually unpleasing menus or levels. Focus on bright colors and stimulating graphics.
How to Use Gameplay Footage Capture Across All Mediums
Next, you want to consider how you can use your gameplay capture asset across all mediums. While you cannot just plug-and-play the asset, you can utilize your footage for each one. Here are some creative recommendations to follow for each medium:
Content on social platforms – Facebook, Instagram, TikTok, Snap, etc. – is all about bite-sized content, so creating content for these platforms should be bite-sized for consumption as well. Think 10 seconds, 30-second clips that are full of action, but also do not forget that splash screen to remind them where to install your game.
Also, there is a new trend that is emerging called un-influencer. This is when companies create ads that look like they have been made by influencers, but they are scripted actors and polished ads that just have that gritty authentic look. For more information about un-influencers, stay tuned for an upcoming article about this trend.
Consider leveraging big-name spokespeople in your gameplay capture for a TV commercial. If you are thinking about using an influencer/celebrity, you can edit the gameplay capture footage. Create one master video you can use for the web and OTT, then cut shorter versions for social and TV.
An “over-the-top” media service is a media service offered directly to viewers via the Internet. OTT bypasses cable, broadcast, and satellite television platforms, the types of companies that traditionally act as controllers or distributors of such content.
Here, you can use live-streaming events of your games on video streaming platforms like DaCast, IBM CloudVideo, Brightcove, Vimeo, or Wowza. Also, do not forget game streaming platforms like Twitch. tv. You can even use social platforms like Facebook and YouTube for live streaming too. The benefits of live streaming are:
- Convenient and easy-to-produce
- Real-time interaction with customers
- Analytics (number of viewers, engagement, ROI, etc.)
Or, you can use video-on-demand (VOD) and have your gameplay capture footage be available whenever the viewer wants it. OTT platforms like Amazon Prime Video boast gameplay capture footage whenever someone is free.
Check Out Our Blockbuster Creative!
The marriage between traditional out-of-home advertising with digital (DOOH) created interactive creative that still gets your message across quickly, for example using digital billboards to drive users online to engage further. For gamers, think about how you can incorporate different media into your ads. For instance, you can use what Sony did for their PS5 release as a guide. In London, Sony replaced all the Underground signage symbols with their Playstation controller button symbols. That kind of outside-the-box thinking is exactly what powers successful DOOH campaigns!
Some creative recommendations:
- Leverage your brand/characters/influencers
- Incorporate multiple platforms (mobile, billboard, etc.)
- Take advantage of the space﹘you are in a public setting, so make your DOOH campaign interactive
- Keep it brief﹘you only have a few seconds to capture someone’s attention
The web offers more freedom because you do not have time constraints. Your video can be as long as you want. For example, Nintendo enlisted Brie Larson to help promote Nintendo Switch. Without the:30- or:60-spot TV restraints or the:60 maximum video length for Instagram, they went a little longer on the runtime at 0:01:20. One thing to keep in mind, though, is audience drop-off. Remember, you have 10 seconds to grab a viewer’s attention. But, by 30 seconds, you have lost one-third of your audience, 45 percent by one minute, and more than half (60 percent) at the two-minute mark.
How We Can Help
Our CA+ services feature gameplay capture footage and other live-action content creation offerings. And our elite Hollywood storytelling creative team provides breakthrough creative ideas. Their vast animation and social advertising experience unlock original creative concepts. These concepts make social, TV/OTT/DOOH/OLV, UGC, or influencer campaign advertising profitable. Please reach out to Sales@ConsumerAcquisition.com for your gameplay capture creative driven by performance.
Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.