What the Last Video Teaches the Next One
A new game video needs a purpose beyond being new. The brief should say what the team wants, what the last video taught, and what the next one is meant to learn.
When asking the creative team for a new game video, include what happened with the last one.
Start with the goal. Do we want more downloads, players who keep coming back, or players who buy something? That changes what a good result looks like.
Then explain what we learned.
Suppose the current video brings in plenty of downloads, but few of those players buy anything. If purchases are the goal, asking for more versions of that video may repeat the same result.
A more useful brief would be:
“The current video focuses on solving a puzzle. We want to test whether showing more of the character collection attracts players who are interested in collecting. Keep the opening similar and change what we show next.”
That gives the team a clear change to make and a reason for making it. It doesn’t assume the new video will bring more buyers. That is what the test needs to tell us.
The opposite matters too. If a video already brings players who buy at an acceptable cost, preserve what may be working. Try a different opening before replacing the whole idea.
The next brief should explain what we want, what the last video taught us, and what we’re trying to learn next. That gives each new video a purpose beyond being new.