Game trailers - A study of game trailer design

Abstract: A case study on four game trailers was conducted to find out how the design of game trailers can affect purchase intentions of viewers. The purpose of the thesis was to investigate what aspects of an announcement trailer that should be considered when designing a game trailer in order to impact purchase intention of viewers. The thesis uses theories of movie trailers and buyer behavior as leverage for qualitative research into what components should be included or avoided in a game trailer to induce intent to purchase among consumers of games. Our findings indicate that there are design issues within trailers that can affect purchase intention of viewers. These findings are summarized into a model; "Advisory model on creating purchase intentions from game trailers" which we present to incentivize further studies in the research area and the model's applicability for a bigger scope of game trailers.