It's been over a year since Pokémon GO was first announced, and the game has been nothing short of a phenomenon, with its success largely fueled by the powerful impact of its announcement trailer. You wouldn't be wrong in thinking that the trailer contained barely more than two seconds of actual gameplay, which appeared right at the very end. The vast majority of the video was a blend of live-action and CG, designed as an app trailer that emphasized the experience rather than the mechanics. Despite the lack of detailed gameplay footage, the trailer managed to kickstart an incredible social media hype machine, captivating millions around the world.

What’s fascinating about the Pokémon GO trailer is that it demonstrates the importance of non-gameplay elements in video game marketing. The trailer offered just two pieces of concrete information: "It's on phones" and "It has graphics." Yet, it resonated deeply with audiences, generating excitement and anticipation on an unprecedented scale. This success highlights a crucial aspect of video game marketing—how the experience, rather than just the gameplay, can be the primary driver of interest and engagement.

If you’re willing to broaden your definition of "gameplay" for a moment, you’d realize that most of the footage in the trailer actually is gameplay, in a conceptual sense. Pokémon GO’s true gameplay isn’t just about catching virtual creatures on your phone; it’s about going outside, exploring the real world, meeting new people, sharing adventures, and imagining, even if only for a moment, that dragons, lightning-powered mice, and telekinetic wallabies are real. The trailer managed to evoke these emotions and ideas, making it hard not to get choked up at the thought of this magical experience coming to life.

Mere footage of the app could never have fully conveyed the immersive and social experience that Pokémon GO promised. As a video game creative agency in California, the team here at WAYPOINT understands the power of storytelling in video game marketing. We specialize in crafting trailers that do more than just showcase gameplay—they tell the story of the experience you’re creating, capturing the imagination and hearts of your audience. If you’re looking to bring your game’s unique experience to life in a way that resonates with players worldwide, we would love to help you tell that story.