A Series of Bonus-Driven Videos for a Gaming Provider
Client
An international mobile game publisher developing visually rich, genre-blending games — mixing strategy, building, and fantasy aesthetics. The game features city-building gameplay set in the clouds, with elements of resource management and adventure.
Industry
Online Slot Games / Mobile Casino
Project Overview
The client asked PWPlay to develop a series of store preview videos and UA creatives for several of their slot titles — each with a strong bonus mechanic and recognizable gameplay loop.
Rather than simply showcasing in-game footage, our strategy was to create a format built around emotional payoff. Each video would follow a consistent structure:
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A relatable live-action actor
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A visible trigger moment (book, bonus, wild symbol)
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A dramatic, high-stakes gameplay moment
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A clear takeaway: “You could win this too”
Challenges & Production Notes
🎭 Casting actors who could portray real joy and curiosity (without exaggeration)
🎮 Customizing gameplay segments to match each title’s theme and visual tone
✨ Making sure each game’s bonus feature was immediately understandable
🧩 Designing consistent, on-brand overlays while allowing for visual variation
🔄 Creating a repeatable format that could be scaled across multiple games
We filmed multiple actor sequences in a single shoot with varied expressions and environments. These were then matched with enhanced gameplay footage from each slot title, styled with thematic overlays (books, suns, coins, wild symbols, expanding reels, etc.).
Assets Highlight
Results
🎭 A Human Connection to RNG Wins
Each video used a real person to make the idea of “hitting the bonus” feel less abstract — creating a sense of “this could be me” in just a few seconds.
🔁 A Scalable, Repeatable Creative Framework
By developing a flexible video structure, the client could roll out multiple high-quality previews without restarting the creative process every time — saving time and resources.
🧠 Focused on Player Curiosity and Emotion
Rather than overly polished cinematic trailers, we focused on emotion, tension, and reward — which helped the videos land stronger with casual users browsing app stores or swiping through ads.
📦 Multi-Format Delivery
Each title received:
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A 15s vertical cut for Meta, Shorts, TikTok
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A muted variant for autoplay channels
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Thumbnail stills with overlays (e.g. “BONUS UNLOCKED”)
