You don't have to shoot expensive videos or copy the ads of big studios. Sometimes it's enough to show one mechanic from different angles, change the framing, or test a new idea. What matters is not stopping after a few attempts.
The point isn't that every game must ship exactly 93 videos. The difference is the approach: successful teams kept testing new hypotheses months after release.
What developers can take from this
Three principles
- Marketing a game isn't a hunt for the one perfect video — it's continuous hypothesis testing. A creative can fail because of its first seconds, the moment you picked, the pace, or the framing. That doesn't mean the mechanic or the idea is uninteresting to the audience.
- Not every video has to be built from scratch. One gameplay recording can become several creatives by changing the opening seconds, the mechanic in focus, the edit, the text, and the framing — including with AI.
- Don't stop after the first tests. The more different approaches a team tries, the better the odds of finding the video that brings the game a new audience.
Bottom line: a failed first creative is not a reason to stop promoting the game. It's a reason to make the next one.
Do you keep testing new creatives months after release? Tell us on Telegram — we discuss this at @kidsgametop.
Figures are from Moloco's report on games released between January 2024 and September 2025. The takeaways describe a marketing approach, not a guaranteed result.