Rethinking Marketing: Why Interactive Storytelling Trumps Traditional Trailers

In a recent conversation with Psyop's founder Todd Mueller and VP of Games Mick Morris, we explored the importance of community engagement in marketing campaigns. Morris emphasized that traditional trailers often fall short without genuine hooks for community interaction. Instead, Psyop focuses on crafting unique, in-depth experiences that resonate with fans. One notable example is the dating sim 'I Love You Colonel Sanders,' which garnered over 800,000 downloads on Steam and received overwhelmingly positive reviews. This success led to more work in interactive storytelling, including projects like 'Hooked On You' for Dead By Daylight and 'Loverwatch' for Overwatch. These experiences not only drive engagement but also provide valuable insights into community preferences. Morris stressed that effective marketing requires a deep understanding of the community, which Psyop achieves through extensive research and collaboration with fans. By prioritizing story, characters, and community interaction, Psyop creates campaigns that foster meaningful connections with audiences. As Mueller noted, 'The glossiest, most clothiest, most flowing hair simmyness will never captivate as much as a well-told story with compelling characters in lush, unique worlds.' Psyop's approach has yielded impressive results, including billions of eyeballs and a happy fan base, particularly in their work with Supercell over the past decade. When asked about the importance of community relationships, Mueller emphasized that gamers are an interactive audience, seeking to engage with media through commenting, reviewing, and creating fan art. By meeting fans where they are and involving them in the creative process, studios can build stronger, more loyal communities. Morris advised studios to invest in their characters, simplify their stories, and focus on authenticity, while also being bold and willing to take risks in their marketing efforts. With a range of clients, from large publishers to smaller developers, Psyop remains committed to finding creative solutions that bring campaigns and stories to life, driven by a passion for the gaming industry and its communities.