With the global video game’s audience estimated between 2.2 and 2.6 billion people and the global software market expected to reach an estimated $180.1 billion by the end of 2021, the opportunities for the UK games industry have never been greater. Even though these figures make it a very profitable industry, it is also a very competitive one. Just in the UK, as of February 2018, there are 2,285 active games companies. The rising number of video game developers and publishers means that standing out from the crowd and getting your title noticed has also become more difficult. Never before have visual content and marketing been such an integral part of guaranteeing the success of a new release.
This is why video game studios and publishers both large and small regularly turn to Flipbook to deliver cinematic trailers and marketing material to promote their titles. From live-action to marketing imagery, including brand design, cut scenes, digital and Out-Of-Home; we have worked with the likes of Ninja Theory, Wargaming or King, to create attention-grabbing opening films, trailers and other visual content that will get the audience excited about their new releases.
To meet and share our knowledge on visual content with video game developers and publishers, we will once again be attending the Game Developers Conference (GDC), which has been postponed until the summer. As a taster of what to expect, we highlight some of our areas of expertise below – if you would like to have a chat with us about producing content to promote your new release, we’d love to hear from you.
To really hit the nail on the head it is imperative to take time to fully understand a video games USP, its target demographic and narrative. From there, we can work to craft a creative treatment that condenses its essence and translates it into an exciting 90-120 second cinematic experience. The stories we create can either be presented in full CGI, in-game – like Bleeding Edge or Onrush – or a live-action/CGI mix like Operation Flashpoint.
The opening title sets the tone of the game, ramping up the excitement for what’s about to begin. For example, in Hybrid Wars we designed a unique style for this cinematic that blended 2D graphic-novel inspired backgrounds with foreground toon-shaded CGI characters, machines and visual effects. Using a super-saturated colour palette and textures allowed us to create a punchy and vibrant visual journey through the explosive Hybrid Wars world.
Working with Unreal and game engines allows us to portray all characters with a high degree of accuracy. For Bleeding Edge, our team loved bringing the diverse array of playable characters to life in this game trailer. All of the characters have a variety of abilities: from range attackers to melee fighters and tank-like characters, who get in close to wreck their opponents.
Outdoor digital spaces are also a fantastic, memorable way to promote your game. In the campaign we created for the Candy Crush Soda Saga global launch campaign in collaboration with WCRS, we worked up a series of animations designed for various outdoor digital screens across major cities around the world.