A video plan for an indie game launch: which video, when, from reveal to release day
A game marketing video calendar for small studios: announcement, store page, demos and festivals, release day and after. Which video each stage needs, and how many formats come from one capture.
An indie launch doesn't need its videos all at once; it needs them stage by stage: anticipation at the reveal, explanation on the store page, an invitation during demos, "out now" on release day, updates after. The way to protect the budget isn't shooting a new video for every stage; it's cutting many formats from one well-planned capture.
Stage-by-stage calendar
| Stage | Video | Call |
|---|---|---|
| Reveal | Short announcement trailer (30–45 s) | Follow / Wishlist |
| Store page | Gameplay trailer (45–90 s) | Wishlist |
| Demo / festival | Short gameplay cut | Play the demo |
| 1–2 weeks before release | Countdown shorts | Save the date |
| Release day | Launch trailer | Out now |
| After release | Update / content videos | Come back, new content |
How the trailer types differ: Game trailer types.
Reveal: anticipation
Even if the game isn't fully playable, you can announce: atmosphere, a character, a question. For game servers this is the launch announcement; without gameplay it can be built from AI scenes.
Store page: explanation
The page's first video is the gameplay trailer; it's where visitors understand the game and wishlist it. More: What makes a good Steam trailer? On mobile, the store preview plays that role: App Store preview video and Google Play promo.
Demos and festivals
During events like Steam Next Fest, many games compete for attention at once. A short version of your trailer with a "demo out now" call, plus vertical cuts for social, is usually enough.
Release day
The launch trailer cuts existing material faster, switches the call to "Out now" and shows platforms. If ads go live the same day, have a vertical set with 3 different promises ready: Testing game ad creatives.
One capture, many formats
From one planned capture session:
- Horizontal 16:9 gameplay trailer and launch version
- Vertical 9:16 ad cuts at 15 and 30 seconds
- Store preview video
- Cover and thumbnail frames
For Per Regna we cut six videos from the same capture. To plan before capturing: Game trailer script and storyboard. On budgets for art: Indie game art on a budget.
Getting started
Send your game link, rough release date and any captures you have. See Game trailers for how we work; we'll reply within 24 hours with a stage-by-stage video plan and quote.
Trailers and ad creatives cut from real gameplay, with a strong first three seconds and readable with the sound off. Vertical + horizontal, 15 / 30 / 40 s.
What’s in it 5
- Gameplay capture (we can record it for you)
- One promise per video: growth, adventure, alliance…
- 9:16 and 16:9, 15 / 30 / 40 s cuts
- Custom music + sound design, −14 LUFS
- With-sound and silent versions, end card and CTA
Frequently asked
1.When should we start on trailers?
When a playable vertical slice exists. If at least one gameplay trailer and a few short videos are ready before the store page opens, the page starts collecting wishlists from day one.
2.How many videos does a launch need?
For a small game, one gameplay trailer, one launch version and 4–6 short vertical videos is a good start. Most of them come from the same capture session.
3.Do demos and festivals need separate videos?
Usually a shorter cut of the existing gameplay trailer with a 'play the demo now' call is enough. If there's new content, a short video for it is added.
4.Who can make these videos?
Creatune makes trailers, launch videos and ad creatives for indie and mobile games under one plan. Send your game link and timeline over WhatsApp for a video plan and quote within 24 hours.
