In our ongoing series, Inside XR Design, we delve into the finest examples of immersive design. Today, our focus is on crafting an outstanding VR trailer using nothing but in-game footage. Forget about complex mixed reality setups or heavy compositing—just smart strategy and a tried-and-true method. Stick with me because towards the end, I’ll be sharing a checklist of crucial technical aspects to make your trailer stand out, along with a trailer that perfectly illustrates all the points we’ll discuss.
You can watch the full video below, or feel free to keep reading if you prefer a text version adapted from it.
Let’s start with a quick reality check on why trailers are vital. Here’s the deal: your game doesn’t just sell itself; it’s the trailer that sells your game.
You may have developed the most amazing game ever, but if you can’t convey to people why they need to give it a shot, many might never do so. So, here’s a critical piece of advice: don’t let the marketing of your game be an afterthought to its development. It’s an integral part of your game’s lifecycle. If you spend years crafting a game but dedicate only a few weeks to the piece that draws players in, you’re not managing your time wisely.
Now, how do you create a trailer that captures attention—even without the complexity of mixed reality capture? Let’s break it down into three simple lessons.
The Hook
Arguably the most crucial element we’ll discuss today is the hook. This is what makes your game memorable. It’s that one special element that makes people say, "I want to try that."
It could be anything from striking combat visuals, a distinct art style, an innovative weapon, or a game mechanic that’s fresh and exciting. This is your game’s signature feature.
Whatever your hook is, it has to be uniquely engaging compared to other games in the same category (and that means you should probably be playing other games in your genre). Without this standout feature, people won’t have a compelling reason to choose your game over another similar one.
One important point to remember: for your trailer to have a hook, your game must have one. If you’re not sure right now what your game’s hook is, that’s where you need to start before even thinking about a trailer.
Now, let’s see an example of a hook in action. The first trailer we’re examining is from a game called Hellsweeper VR (2023), developed by Mixed Realms. Take a look and see if you can identify the hook:
So, what was the hook? If you guessed something like "unique combat," you’re spot on. Before any logos even appear, we’re treated to ten seconds of distinctive VR combat where the player uses intriguing weapons and powers, all while soaring through the sky.
This game’s combat is highlighted continuously throughout the trailer. There’s no pausing to stuff the viewer with background lore or vague explanations—they simply keep showcasing the hook. The trailer is communicating, "This is why you want to play our game."
Show, Don’t Tell
Which leads us to our next principle: show, don’t tell. Excellent trailers don’t just tell you what’s great about a game; they let you see for yourself. In VR, this concept is even more vital—people need to witness the fun to understand why strapping on a headset for your game is worth their time.
Boneworks (2019) from Stress Level Zero masterfully demonstrates this by allowing its gameplay to speak volumes. Let’s take a look:
The trailer cleverly weaves together a series of unique moments that players can experience, painting a vivid picture of what playing the game might feel like.
Story Structure
That brings us to our third lesson: tell a story.
And by "tell a story," I don’t mean narrate the game’s plot.
Your goal should be to convey what players will do and how they will feel while engaging with your game. That’s the narrative your trailer should build.
It might be tempting to simply capture some gameplay and figure out how to piece the clips together afterward, but a better way is to strategically decide in advance what key moments you want viewers to see.
Not only should you select these moments carefully, but you should also arrange them in a narrative arc. In simple terms, this means creating an introduction, building up excitement, and culminating in a climax to leave your audience with a lasting impression.
This is precisely what developer Respawn Entertainment achieved with their remarkable trailer for Medal of Honor: Above and Beyond (2020). As we watch, note how they meticulously crafted and performed specific moments to convey a unified story about the player’s emotional journey while playing the game.
Continue on Page 2: Technical Checklist & Final Example »
Stay tuned for more insights on how to make your trailers shine with a technical checklist and a final exemplary trailer!
