The art of crafting a compelling video game trailer is a delicate balancing act. It needs to ignite excitement for the upcoming game while accurately representing the gameplay experience. However, many trailers, particularly those lacking gameplay footage, prioritize generating hype over faithfully showcasing the game. These cinematic glimpses into the game’s world, characters, and potential adversaries often resemble short films. Because trailers can diverge significantly from the final product, we’ve compiled a list of the best video game trailers based solely on their effectiveness as standalone pieces, irrespective of the quality or accuracy of the advertised game. A fantastic trailer can just as easily accompany a mediocre game as it can a masterpiece.
After meticulously reviewing hundreds of trailers spanning every console generation, we present our selection of the most impactful video game trailers ever created.
Dead Island
It seems fitting to begin with one of the most infamous trailers in gaming history. While “artistic” trailers existed before Dead Island, this one felt revolutionary. Its reversed chronology, depicting a family’s desperate struggle against a zombie horde, was both captivating and emotionally resonant, even though the tragic outcome was predetermined. It distinguished itself from other zombie games of the era, which primarily focused on action or horror, opting for a more personal and melancholic tone. The haunting soundtrack remains chilling to this day. As a standalone short film, it’s a masterfully crafted and effective piece of media. However, if you anticipated the game to mirror the trailer’s emotional depth, you could argue it was misleading.
Halo 3
The marketing campaign for Halo 3 was a phenomenon. Its omnipresence, even in mainstream media, is hard to overstate. The simple tagline, “Believe,” perfectly encapsulated the game’s message, and one particular trailer, sharing that same title, remains iconic. Instead of relying on CGI, gameplay, or live-action footage, this trailer utilized a diorama. A somber piano melody accompanies the camera as it pans across scenes of weary, wounded marines, Brutes succumbing to explosions, and Hunters decimating human resistance. Despite the lack of movement, the diorama conveys the desperation of the war with incredible dynamism. The trailer culminates with Master Chief, seemingly defeated, in the clutches of a Brute. The only movement is Chief raising his head as “Believe” appears on screen. A perfect execution.
Gears of War
Before Dead Island, Gears of War pioneered the trend of trailers dramatically diverging from the actual gameplay. While the Gears universe was undoubtedly bleak, the game typically prioritized bombastic firefights and macho dialogue. This trailer, however, captured the world’s desolation with stark realism. The poignant cover of Mad World perfectly underscored Marcus’s journey through a ravaged city, stalked by monstrous creatures. It effectively conveyed the desperation and hopelessness of a world besieged by monsters. While the sequels attempted to replicate this tone, the original trailer remains the most impactful.
Assassin’s Creed: Revelations
Ubisoft undeniably excels at crafting captivating trailers. The Assassin’s Creed series, in particular, boasts some of the most visually stunning and well-directed trailers ever made, with Assassin’s Creed: Revelations arguably being the pinnacle. Unlike previous entries, which often featured melancholic soundtracks, this trailer employed a dynamic WoodKid track. It opens with the ending, then flashes back to an aging Ezio journeying back to the series’ origins. After effortlessly deflecting an arrow, a breathtaking action sequence showcases the game’s intricate combat. The trailer concludes with Ezio envisioning Altair beside him as a noose tightens, promising a return to the franchise’s roots.
Super Smash Bros. Ultimate
Speculation about the roster always precedes a new Smash Bros. game. However, with Super Smash Bros. Ultimate, fans anticipated character cuts rather than additions. Surely, replicating the entire roster from Smash for Wii U, including guest characters like Snake, Ryu, and Cloud, was impossible, right? Nintendo emphatically answered with the “Everyone is Here!” trailer. It begins slowly, showcasing familiar characters, but midway through, after confirming Cloud and Snake, the bombshell drops: “Everyone is Here!” The trailer not only reveals the massive roster but also gives each character a moment to shine, highlighting their unique personality and moveset. Regardless of your favorite character, this trailer offered a moment of recognition. Super Smash Bros. Ultimate lived up to its name with this trailer alone, and continued to impress with subsequent character additions.
Final Fantasy 7: Remake
Trailers that initially obscure their subject matter hold a special appeal. The thrill of deciphering clues and speculating about the game’s identity creates a unique sense of anticipation. This is precisely how the Final Fantasy 7: Remake reveal trailer unfolded in 2015. Years of speculation and dashed hopes made fans hesitant to believe. Even the familiar imagery of massive pipes traversing a metropolitan city wasn’t enough to confirm their suspicions. The ambiguous narration further fueled the mystery. Then, the iconic train and playground appeared, accompanied by an ominous bass chord followed by a familiar piano melody. The realization dawned on viewers, and the internet erupted in excitement. The narrator’s closing words perfectly captured the moment: “But let us embrace whatever it brings, for they are coming back. At last, the promise has been made.” Few trailers have resonated with a fanbase as powerfully as this one.
