The Game Business Podcast: The process of making a game trailer
With trailer season in full swing, The Game Business spoke with Samantha Lester from our creative agency ICHI about what goes into making a game trailer in 2026.
The conversation gets into the nuts and bolts of the process, from working with a client to building a trailer around a game build that is not quite there yet. It also looks at what is and is not working right now.
One thing that is not working is failing to adapt to platform requirements. Creating a 2-minutes cinematic trailer for the big screen and a 15-minutes TikTok version are two separate briefs. Another is relying on music alone without any ambient sound to help draw people in. The episode also touches on voiceover, and why it is not always needed. In some trailers it adds clarity. In others, it does not.
So, how do you stand out in trailer season?
One unexpected answer is humour, as long as it fits the style of the game. But above all, gameplay is king. Strong pacing, seamlessness, and great editing still matter most when it comes to fully immerse an audience.
You can listen to the full episode here (Samantha’s interview starts at around 35:20).
