The game’s branding and your studio branding so they know who you are and how to remember you. A release date if applicable so they know when they can play it. A call to action so they know what they should do next to play the game (follow, wishlist, play now etc.). Any unique selling points (USPs) so players can see why they should play your game over someone else’s. Gameplay or story so players can see what your game is about. The same should be true with your trailer, but you’ll probably want to include: If you’ve ever talked to a marketer before, you’ve probably heard the question “What’s your objective?” With any marketing activity that question should be what drives it. Plus, trailers keep working for you even after you’ve finished them and when you think about them strategically you can stretch their worth. They’re also one of the few times you can convey how it feels to play your game and set the emotional tone. 
They’re an all-encompassing way to get people interested and the easiest way to explain your game without someone actually playing it.
Trailers are an epic tool of games marketing. In her second regular column on Failbetter's marketing chief Haley Uyrus shares her top tips for making a fantastic trailer for your game
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